4As Looks Ahead to the Future of Agencies in 2026

​The 4As Look Ahead 2026 takes a practical look at how agencies are evolving and where they’re likely to land next. The insights and perspectives come from across the industry, including independent agency and hold-co leaders, CMOs, brand-side marketers, consultants and subject-matter experts, offering a 360-degree view of the forces agencies are navigating heading into 2026.

"The changes shaping 2026 reach the very core of what it means to be an agency: how we create value, how we’re compensated and how we partner with marketers to deliver growth and impact. At the 4As, our role is to help illuminate that path. We’ll continue to provide the insights, guidance and community that empower agencies to lead the future, together," said Justin Thomas-Copeland, CEO, 4As.

Justin Thomas-Copeland, CEO, 4As

This year’s edition centres on two dominant models emerging across the agency ecosystem. The first is the agency as a strategic partner: agencies focused on insight-led thinking, creativity and human-centred problem solving, increasingly supported by data and AI. The second is the agency as a marketing purveyor, built for platform-led, tech-enabled, productised delivery at scale. The Look Ahead also highlights a growing middle ground, where AI, automation and creativity combine to form a new kind of tech-enabled strategic partner.

"You can't be a true strategic partner today without having the enterprise capabilities to deliver a global scale and the highest level of creative and business council. To be an enterprise partner means having the integrated technology, data and talent. You need both in the future," said Michael Frohlich, chief marketing and corporate affairs officer, WPP, whose insights are featured in the Look Ahead.

Michael Frohlich, chief marketing and corporate affairs officer, WPP

Featuring perspectives from Abbey Klassen (Dentsu), Ajaz Ahmed (Studio.one), Casey Burnett (The Burnett Collective), Jay Pattisall (Forrester), Jeff King (BarkleyOKRP), Joanne Davis (Joanne Davis Consulting), Joe Maglio (Cheil Agency Network), Julia Fedor (United Airlines), Michael Frohlich (WPP), Rishad Tobaccowala, Robin and Steve Boehler (Mercer Island Group), Vineet Mehra (Chime) and others, the Look Ahead examines how these models are reshaping core areas of the business, including AI and workflow transformation, media and the changing supply chain, compensation and value creation, new business and growth models, talent structure and team design and government policy and regulation.

“Agencies that connect creativity, technology and media to build systems that scale, evolve and perform, are the ones that are going to thrive. Being interoperable by design and not a walled garden is really important," emphasised Abbey Klaassen, US CEO and global brand president, Dentsu Creative and 4As board chair.

Abbey Klaassen, US CEO and global brand president, Dentsu Creative and 4As board chair

For the first time, the Look Ahead allows readers to explore these themes through two distinct lenses, enabling agencies to assess where they sit today—and which capabilities they’ll need to build for the future.

The 4As Look Ahead 2026 is available as both a downloadable report and an interactive digital experience featuring expanded content and video interviews. Select sections and deeper content are available exclusively to 4As members. Start exploring here.