2026 EOFY Market Update
As we close out the financial year, I want to take a moment to reflect on the last 12 months and share what I’ve seen across the market.
I think it’s safe to say the last financial year has presented plenty of challenges. Between wars, cost of living, and the ever-growing obsession with AI, many are wondering what the future of our industry is going to look like.
With any challenge there comes an opportunity. So rather than dwelling on the challenges I want to focus this article on where I see the opportunities.
For Agencies:
I speak to agency founders day in, day out. I won’t sugarcoat it: a lot are doing it tough. Decision processes are slow, marketers are less experienced, and budgets are shrinking. That’s the challenge. The opportunity, in my opinion, is to help your clients increase their knowledge and capabilities. In the short term this may not lead to an increase in spend, but what if you were the agency that provided tools and insights that made those teams more efficient?
There is so much knowledge sitting in agencies, and rather than keeping it to yourself, become the educator. This is how you genuinely become a trusted partner. Make your clients’ lives easier now, and I promise it will come back in spades when the time is right.
For In-house Brands:
There’s been a huge demand from small/medium-sized businesses who have gone down the route of hiring fractional talent to come in one or two days a week instead of using an agency. These people are highly experienced and we’ve found that they have been able to add real value. This isn’t to say one person is going to replace the role of an agency, but I encourage any business to do the numbers and compare the cost of your agency retainer against hiring a fractional expert.
What’s working at the moment?
Businesses actively marketing themselves and creating a buzz are doing well. Their work is opening doors and often that work is socially led. Traditional agencies need to think about how their work can translate into social media. If you want a great example, check out Kill Boring Dead, who by their own design repel 99% of clients. That number to me is extreme, but you get the point. Trying to be all things to everyone and playing it safe just isn’t going to cut it in the next few years.
Where are the skill demands?
It wouldn’t be a 2026 blog without talking about AI, but we are seeing agencies looking to hire junior creatives who are AI native. If you want to see a folio that ticks this box perfectly, check out Addie Cheung’s work. This to me is a clear example of a creative who is fit for purpose. When it comes to other creative roles, generalists just aren’t getting a look-in. Your work needs to show cultural understanding, because agencies need people who can make their clients famous.
Is it all doom and gloom?
Absolutely not. We’ve been very fortunate to partner with some amazing brands this year with a clear intention of growth. That’s not to say we haven’t had to work harder than ever, but that is the exact mindset every leader in this industry needs right now.
As both candidates and clients, you need to make sure of two things:
- Are you fishing in the right pond: are the clients you’re chasing growing?
- Are you fishing with the right rod: is your offering fit for purpose?
Business growth specialist Chris Savage likes to say “the conditions are always perfect.” Seven years into running a business and I’m finally seeing the truth in that. Yes your clients may not be spending right now, but don’t waste a tough market. That is exactly where real loyalty is built.
What does next year look like?
In my opinion, next year is going to be dictated by your mindset. If you let the algorithm demons tell you that everything is terrible and the industry is dead, you’re in for a tough ride. But come on, we’ve been down many challenging paths over the last few years and we generally come out the other side in a better place.
I’ll finish on this: building your network is the most recession-proof activity you can do. Don’t wait until a redundancy or a lost client. Consciously make time to build connections and it will pay off in the long run.
A good place to start is our next Executive Marketing Meetup at the end of July. We currently have over 100 leaders from our industry attending, so get involved! It’s a place where connections and friendships are formed, and I think more than ever that’s what most of us need.
All the best for the next financial year. I’m taking a short break to Bali with the family and will be back flooding your LinkedIn feed shortly.
Much love and thanks to everyone who’s helped our business over the last 12 months.