Observed Signal · Sep 24, 2026 · Research Publication · Source: The Drum · Impact: 2/5 · Sentiment: Negative
Agencies and brands disagree on service delivery, study finds
New research by The Drum and iResearch Services, presented at The Drum Live, reveals a significant gap between how agencies and brands perceive agency performance. While 77% of agency leaders believe they deliver what brands want, only 23% of brand marketers agree, and 47% actively disagree. The study, based on a global poll of 600 senior marketers (averaging $346M in revenue), also found that over three-quarters of brand marketers expect to bring brand strategy in-house by 2030, whereas less than half of agency leaders agree. Additionally, AI is a growing focus: 59% of brand-side marketers rank deep AI expertise as the most in-demand agency skill, and 71% expect AI to significantly shape workflows by 2030, with 45% predicting a human-AI hybrid model. Despite AI-driven efficiency expectations, 80% of marketers still foresee rising marketing costs by 2030. The Drum Live panel, featuring industry leaders like Michele Rousseau and Ajaz Ahmed, emphasized the need for agencies to challenge briefs and deliver cultural insight.
Highlights a significant industry perception gap that could impact agency business models, relevant to AdTech and marketing.
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Key Takeaways & Evidence Grounding
- 77% of agency leaders believe they deliver what brands want, but only 23% of brand marketers agree (47% actively disagree).
- The Drum and iResearch Services' 'Mind The Gap' report surveyed 600 senior marketers globally (director level+), with an average company revenue of $346M. The report was released on September 25, 2026.
- 80% of brand marketers expect brand strategy to be handled in-house by 2030, compared to 49% of agency leaders.
- 59% of brand-side marketers identified deep AI expertise as the most in-demand agency skill, and 71% expect AI to significantly shape workflows by 2030.
- 69% of brands and 56% of agencies believe AI will improve profitability, but 80% of marketers still foresee rising marketing costs by 2030.
Ontology Mapping & Concepts
Related Market Signals & Shifts
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