Why Are Brands Rethinking Their Approach To Using Agencies?

Many brands are re-evaluating their relationships with agencies.

In a 2024 report, 40% of companies surveyed said they were likely to switch from their primary agency in the next six months. Although down 15% year-on-year, it’s 33% up from 2021 and a signal that traditional client-agency models are under pressure.

Tightening budgets, the rise of in-house marketing teams, and evolving expectations are all driving brands to rethink how they use agencies.

Below is a breakdown of why this change is happening and what it means for both brands and…