Whenever you ask analysts or experts about the supposed demise of agencies, the response is consistent: agencies will continue to play a significant role for leading brands—but their role is evolving.

There are growing threats to the traditional agency model. Independent shops are commanding more spend, brands are increasingly going direct, and within many agencies, strategy and creative are being overshadowed by media. AI is automating media planning and even encroaching on strategic thinking—for better or worse.

Are agencies losing the trust of their clients and ceding their position as stewards of the media plan? Or is there a wealth of long-term strategic work happening within agencies that simply isn’t being recognised?

Today’s brands are under immense pressure to deliver growth and profitability—arguably more than ever before. That should present an opportunity for agencies to reassert their value. But can they deliver strategic support when the focus has shifted toward cost control and procurement?

How can agencies shift the conversation from price to quality, and encourage brands to invest in long-term thinking? Or is that just wishful thinking in today’s marketing environment?