2026 Prediction: The year will present “a unique opportunity” for clients seeking an agency
By Steve Drake, Principal, RFP Associates, LLC
The bloodletting in the multinational PR agency space this year and last has created a unique opportunity for clients seeking an agency in 2026. With so many highly-qualified pros either creating their own specialty/boutique firms or migrating to small- and mid-sized agencies, the field has broadened and become more competitive, to clients’ advantage.
The way agencies bill also will likely transition in the coming year, as the PR Council and other organizations advocate for changes in the traditional models of billing, given the influence of AI on the efficiencies of firms large and small.
The challenge for clients in 2026 will be finding these newer firms while also evaluating existing and better-known agencies and understanding how agencies are deploying AI to drive better outcomes and program effectiveness.
It can be confusing and overwhelming, but employing a focused and methodical process will help clients identify, examine and sort through candidate agencies, and hire the right firm for them in 2026.
