2026 Savage Sentiment Survey: Insights from Chris Savage
We kicked off 2026 at Creative Natives with a familiar face and a very timely conversation. Chris Savage joined us to unpack the latest Savage Sentiment Survey and share what it all means for indie agencies and business founders heading into the year ahead.
If there was one clear takeaway from the session, it was this: the outlook for creative agencies is cautiously optimistic, but founders are staying realistic and considered in how they move forward.
A steadier outlook for indie agencies
Compared to the uncertainty many agency founders felt last year, sentiment has lifted. More agency leaders are reporting stability, and some are feeling quietly confident about growth in 2026.
That confidence is grounded in realism. Rather than chasing rapid expansion, many founders are focused on consolidation. The priority is delivering strong work, protecting margins, and building agencies that are sustainable for the long term. Growth is still on the agenda, but it is measured and intentional.
Client demand is there, but expectations have shifted
Client work is coming through, but the way clients engage agencies continues to evolve. Budgets are tighter, approvals take longer, and there is greater scrutiny on value and outcomes.
Chris spoke about how this is pushing agencies to sharpen their positioning. Clear specialisation, strong strategic thinking, and the ability to demonstrate impact are becoming essential. Agencies that try to cover everything are finding it harder to stand out, particularly in a competitive creative market.
For founders, this reinforces the importance of knowing exactly who you serve and why clients choose you.
Pricing pressure remains a key challenge
Pricing pressure was one of the strongest themes to come through in the survey. Many indie agencies are still feeling squeezed, especially when compared to larger networks or in house teams.
The discussion highlighted a gradual shift away from purely time based pricing towards more value led conversations. While this can be challenging, agencies that confidently articulate the outcomes they deliver are better placed to protect their fees and have more balanced client relationships.
Hiring and talent decisions are more deliberate
Hiring is happening, but cautiously. Agency founders are thinking carefully about when to grow teams and what skills will genuinely add value. There is less appetite for over hiring and more focus on experienced, adaptable talent who can operate across multiple areas.
Retention also remains front of mind. Flexible work, clarity around progression, and a strong agency culture continue to matter, particularly for indie agencies competing with larger organisations for talent.
Why indie agencies still have a real edge
Despite ongoing challenges, the session reinforced why indie agencies continue to thrive. Speed, flexibility, and close client relationships remain powerful differentiators. Many clients are actively choosing smaller agencies because they want senior input, transparency, and a true partnership.
Chris noted that agencies who lean into these strengths, rather than trying to replicate big network models, tend to feel more confident about the year ahead.
Looking ahead to 2026
The overall sentiment from the Savage Sentiment Survey is not about explosive growth or overnight change. It is about focus, resilience, and clarity. Indie agencies that understand who they are, what they do best, and who they are building for are entering 2026 in a strong position.
If you missed the webinar, you can check it out here. And if you want to pick Chris’ brain on this topic (or just need someone to talk to), reach out here.