The 4A’s today issued its “Look Ahead” agency trends report for 2026, highlighting what the organization sees as the key trends and strategies that will define agencies/the industry in the year ahead.  

In his intro to the report, 4A’s CEO Justin Thomas-Copeland asserts that the organization sees “two powerful, plausible futures coming into view” for agencies, including “marketing purveyor” and “strategic partner.” 

So-called purveyors are evolving into enterprise platforms, owning technology, products and data, and delivering outcomes through proprietary systems and automation. 

Partners are doubling down on strategic partnerships and creative business solutions, where AI and in-housing take on executional work, and “agencies create value through ideas, insight and the human perspective that technology can’t replicate.” 

There’s no one right path, Thomas-Copeland notes. “Both are real and both are accelerating.”  

But agencies are also opting for a “middle path,” a path that “many independent and new agency models are vying to make their own. And technology is enabling this to happen at speed and at scale.” 

The 93-page report looks at all three options and touches on topics including M&A, new business, operations, agency compensation, talent, AI, media, tech, data and more.  

“2026 is set to be a pivotal year for our industry,” concludes Thomas-Copeland. “Agencies will continue to re-architect their models, addressing technology, structure, talent and compensation, all while preparing for what’s next.” 

“Those who lean into the changing landscape and redefine themselves in the image of the models above—possibly even mixing elements from all three—combining operational precision with strategic depth, will be the most valued by their clients and also provide their people with a stimulating environment in which to grow and thrive.” 

Access the full-report here. The 4A’a has also posted videos exploring different parts of the report which can be found here.