What do marketing professionals at digital agencies think of the current landscape? How do they feel about the future? Do they expect their firms to add more headcount? What impact do they expect AI to have on the industry?

To find out, The New Leader and SparkToro conducted a study and survey in August and September, 2024, among 612 professionals who work for digital marketing agencies of various sizes around the world.

Some 10% of respondents say the agency world is very healthy right now, 46% say it's OK, and 44% say it's a struggle.

Most marketers at digital agencies are optimistic about the future: 60% say they expect revenue to increase over the next year.

Respondents are also optimistic about staffing levels: Most say they expect headcount at their firm to either remain stable or increase.

Respondents are split on what impact AI might have: 44% agree the technology poses a significant threat to the agency business model, and 45% disagree.

About the research: The report was based on data from a survey in August and September, 2024, among 612 professionals who work for digital marketing agencies of various sizes around the world.