Agency Business #51: Inside the 4As' 2026 Look Head report
Dec 22, 2025
Mollie Rosen, President of Member Experience at the 4As, delves into the 2026 Look Ahead report, highlighting two divergent paths for agencies: tech-driven platforms or creativity-led partnerships. She discusses the tension AI creates within agencies and the urgent need for adoption among independents. Mollie also addresses outdated compensation models that hinder innovation and the importance of evolving billing practices. With insights on offshoring trends and succession planning, she underscores the critical shifts agencies must embrace to thrive.
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Two Divergent Agency Futures
- Agencies are trending toward two futures: platform/technology-led or creativity/strategy-led, with most falling on a continuum between them.
- The core agency value remains applying creativity to solve client problems, whether via tech or traditional creative work.
When Software Becomes The Output
- Platformified agencies hire engineers and build SaaS capabilities, shifting outputs toward technology-driven deliverables.
- That shift doesn't eliminate creativity but changes how creative outcomes are produced and delivered.
Build Capability, Not Just Efficiency
- Invest in AI capabilities that create new products or structural backbones, not just productivity gains.
- Prioritize proprietary data and integration to avoid commoditization of AI-driven improvements.