Media and creative agencies face a range of threats in 2026, from generative AI to media fragmentation and the continued dominance of Meta and Google’s platforms.
In response, few businesses in this sector have stood still. They’ve chosen to merge, acquire — or in the case of Dentsu, cast loose — to keep moving forward. The likely destination? A leaner sector that employs fewer people and trades on its tech bonafides and principal-media trading capabilities over its creative chops.
In the graphs below, we’ve brought together five different ways of seeing the agency sector as things stand now.
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