Observed Signal · Sep 9, 2026 · Research Report · Source: Meedia · Impact: 3/5 · Sentiment: Positive
Agency Business Models Market: GWA Study: CMOs Shift In-House, Agencies Need New Models
The German Association of Advertising Agencies (GWA) has published a white paper titled "The New Value. Agencies in the Tension Between AI Maturity and Customer Expectations." Based on surveys of 170 CEOs/CMOs and 78 agency executives, the study reveals that 80% of marketing decision-makers plan to move more work in-house thanks to AI, particularly in research (52%), creative (50%), and production (44%). However, only 8% expect agency roles to shrink, suggesting agencies will take on new strategic and integration tasks. The study highlights that AI is deeply embedded in agency workflows, with 76% having AI-based offerings, yet 67% cite talent shortages as a top hurdle. It challenges assumptions that AI lowers costs, pointing to new costs in licenses, infrastructure, and governance. Only 10% of companies have fully integrated AI into their processes, indicating an industry in transition.
Highly relevant for the advertising industry as it provides data on how AI is reshaping the agency-client relationship, with a shift towards in-house capabilities and new agency roles.
Key Takeaways & Evidence Grounding
- 80% of surveyed CEOs/CMOs plan to move more marketing tasks in-house due to AI.
- 52% plan to increase in-house research/market research, 50% in creative, 44% in production.
- Only 8% of companies expect agency importance to shrink.
- 76% of GWA member agencies have adopted AI-based products or services.
- Only 10% of companies have fully integrated AI into their processes.
Connected Companies & Entities
2 Entities mappedPublicis Media
German media agency network for planning, buying and optimising advertising.
“Véronique Franzen, Managing Partner at Publicis Media, is an author of the white paper....”
Handelsblatt Media Group
German business media group spanning publishing, advertising, research and events.
“In collaboration with the GWA, the Handelsblatt Research Institut surveyed 170 CEOs and CMOs....”
Ontology Mapping & Concepts
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