Agency Business #52: What 2026 means for agencies: AI pressure, economic calm and creative’s value problem
Jan 5, 2026
Ian Whittaker, former media and tech equity analyst and founder of Lipty Sky Advisors, dives into the future of the advertising landscape. He explores how macroeconomic and geopolitical trends will shape agency strategies by 2026. Whittaker emphasizes the urgent need for agencies to adapt to AI advancements and new revenue models. He predicts a positive growth outlook for major players like WPP while also highlighting challenges faced by Dentsu. The discussion concludes with a call for creative leaders to demonstrate financial value, boosting agency confidence.
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US Macro Stability Eases Ad Market Risk
- The US economy will likely drive a relatively benign 2026 with consumer-friendly policies ahead of midterms.
- That stability should reduce turbulence for advertising later in the year and boost ad demand.
Europe Needs Growth Policy To Support Ads
- Europe is heterogeneous and likely to shift toward pro-growth policies as populist pressure hits limits.
- That policy move should support European ad markets over the next 12–18 months.
AI Is A Wake-Up Call For Agencies
- AI and tech platform moves (e.g., Zuckerberg's pitch) acted as a wake-up call for agencies about competitive threat.
- Agencies now must decide whether to move up the value chain or risk displacement by tech.