#52: What 2026 means for agencies: AI pressure, economic calm and creative’s value problem

Welcome to Agency Business.Brian and Olivia discuss 2026 agency trends with media and tech analyst Ian Whittaker. Drawing on his background in financial markets and consulting, Ian frames 2026 as a crossroads year for agencies, one defined less by immediate disruption than by a series of strategic choices that will determine longer-term positioning.The conversation explores whether agencies can move up the value chain by better articulating the financial value of creativity, how AI has intensified pressure from tech platforms, and why independent agencies may be better positioned to defend pricing and confidence than holding companies. Whittaker also shares his outlook on organic growth across the major holding companies, the risks facing Dentsu’s international business, and what agency leaders should prioritize when hiring senior leadership in a market where creative credibility and business fluency increasingly need to coexist.Reach OutSubscribe for free to the Agency Business newsletter.Interested in joining Agency Business as a guest? Submit a pitch.Inquire about Briefly.Listen to 📊 The Madison and Wall Podcast: Brian and Luke Stillman open up about Madison and Wall's latest work — plus crucial economic, financial, and industry trends.Listen to 🎬 Screen & Sponsor: Olivia & VaynerMedia's Jessie Holder explore how brands are shaping Hollywood.