Agency investment in Marketing and New Business 25/26
Every two years, AAR conducts research into how agencies invest in their own marketing and new business activity, examining team structures, financial commitment and growth strategies. The latest findings, published in February 2026, can be accessed here.
Evolution of Marketing Operating Model
Research from AAR and ISBA reveals the challenges facing today’s marketing leaders - and why a high-performing Marketing Operating Model is key to driving growth, stronger customer engagement, and operational excellence in a complex landscape.
Burning Platforms
This AAR and The Drum report explores how CMOs are navigating a rapidly changing marketing ecosystem- combining insights from 100 UK marketers and leading brands to reveal the key challenges, concerns, and priorities shaping growth and marketing operating models today.
Cutting Through The Hype
AAR’s report into the industry trends shaping marketing unpacks five key forces - AI, data, ESG, fluidity, and Gen Z - helping brands and agencies cut through the noise and focus on real opportunities. Featuring insights from over 25 industry leaders, it shows how marketers can adapt to stay ahead i…
Creative Capital
There is a fundamental disconnect at the heart of the marketing industry: the vast majority of organisations still aren’t investing sufficiently in creating the conditions required for Creativity to occur on a regular, repeatable basis. AAR's Creative Capital Manifesto aims to change this.
Right-housing for the 2020’s
Discover how brands can optimise the mix of internal and external marketing capabilities to drive growth, build Creative Capital, and stay agile in a rapidly changing world. This report outlines the key principles, strategies, and priorities for designing flexible, high-performing marketing ecosyste…
Navigating the corporate innovation partner landscape
Discover the essential guide to choosing the right innovation partners in a rapidly evolving marketplace. This report maps key trends, partner types, engagement models, and success factors to help businesses make smarter innovation partnership decisions.