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Contact UsExplore how Brand–Agency relationship is evolving
A new study is set to reveal what’s really happening
22 OCTOBER 2025
Digital Transformation
Market Research
The relationship between brands and agencies has always been complex — full of collaboration, creativity and, at times, tension. But as AI, economic pressures, and shifting expectations reshape the marketing landscape, the dynamics are changing faster than ever.
At Brands & Agencies, we wanted to understand exactly how. That’s why, together with research specialists Mustard and data intelligence platform Agency by Agency, we’ve launched one of the most ambitious studies ever undertaken in the North — reaching more than 30,000 organisations across professional and financial services.
This isn’t just another industry poll. It’s a moment to get to the heart of how brands and agencies really work together — where trust is strong, where it’s strained, how AI is affecting the relationship, and how both sides are preparing for what comes next.
A Bridge for Better Understanding
For Tom Salmon, Co-Founder of Agency by Agency, the motivation behind the project is clear: it’s time to replace assumptions with evidence.
“We often find that agencies talk in ways that differentiate them, but not necessarily in ways that make them easy to buy,” he says. “Brands just want partners they can trust to deliver and this survey gives us a way to map where those gaps and opportunities really are.”
Because Agency by Agency’s platform analyses over 25,000 agency propositions, this study can do what others can’t — directly compare what brands want with what agencies are actually positioning.
AI: The Opportunity
AI is another focus of the survey because it’s reshaping both expectations and operations. Many agencies are already using AI, but few feel confident discussing it openly in their propositions. Meanwhile, brands are curious but cautious, unsure what to expect from their partners.
“There’s this distance between agencies using it – around 75% – and those talking about it in their proposition, which is only about 23%,,” Tom explains. “This study helps identify where the reality sits between hype and hesitation.”
By exploring these questions, the survey will reveal how AI is influencing trust, collaboration, and decision-making, helping both sides navigate innovation without letting uncertainty stall progress.
Why We’re Leading This Initiative
For Alexandra Balzas, Managing Director of Brands & Agencies and Prolific North, the timing couldn’t be more crucial.
“The brand–agency relationship has always evolved with technology, but never at this pace,” she says. “AI is challenging how we define creativity, value and partnership. We want to shine a light on that, not just to see how the two sides are adapting, but to help them navigate this moment together.”
It’s not just analysis, it’s intervention. Designed to surface tension, opportunity, alignment, and AI adoption, the survey will serve as a practical tool for the industry, not just an observation.
Watch Out for the Brand x Agency Relationship Index
The findings will power our first-ever Brand x Agency Relationship Index — a data-driven snapshot of how trust, expectations, value, and AI adoption are shifting between brands and agencies right now.
This isn’t opinion. It’s real evidence — showing how brands want to work with agencies, how agencies are responding, and where AI is influencing the relationship. A clear benchmark of where the industry stands today… and the opportunities ahead.
Have Your Say
We want this picture to reflect as many real voices as possible. If you’re a marketer or business decision-maker, particularly within the professional services sector, your insight will directly influence this landmark index.
Take part here! it takes just five minutes.