Brands will soon be able to use one agency for all their advertising work.
Nobody wants to use a separate agency for marketing research, strategy, brand, creative, production, media, and data. It is expensive, slows things down, and is a recipe for things to go wrong.
But we have been stuck with this for decades. Not anymore… AI is changing things – so brands will be able to use one agency (or at least far fewer agencies) for everything.
This work of putting together a large-scale ad campaign has been separated between agencies over the last few decades because each part got so sophisticated and complicated that very large teams were needed for just that part.
But with AI, each piece of a single campaign can be done by far fewer people. Which makes it possible to house all the people needed for the whole process under one roof. This ends up with a better experience for brands, and creates better advertising work – as everyone in the production line works more closely together and communicates better.
We will start to see more of this in 2026 – where each agency can help their clients with much more work.
What this means for CMOs now? Change how you pick your agencies. See if you can get a lot more revenue impact for your company with your budget by working with agencies that have gotten good at using AI to do things better.