Navigating the future: A consultant’s perspective for agencies in 2025

Cristiana Spataru, Senior Consultant specialising in marketing operating models, shares key reminders for agency teams navigating today’s fast-paced environment. Drawing from her dual experience in both agency and consultancy roles, Cristiana reflects on critical aspects that agencies are aware of but may deprioritise amidst the everyday noise and competing demands.

Shape the future alongside your clients

Immediate challenges are part of the game, but long-term opportunities define success. Partner with clients to anticipate their evolving needs and help them adapt to the market shifts shaping the future - ensuring they’re equipped to thrive beyond the immediate priorities.

For consideration: Implement an ‘Innovation Roadmap Framework’ that schedules regular check-ins with clients to assess emerging trends, technological shifts, and evolving business objectives. Ensure alignment on what "good" looks like from an innovation perspective, so both you and your clients have a shared understanding of success. This roadmap can help identify strategic opportunities before they arise.

Leverage your network’s full potential

Use your agency’s network of expertise, insights, and resources across markets and industries to bring new opportunities for clients. Create opportunities for cross-team collaboration and knowledge sharing.

For consideration: Use a ‘Cross-Client Insights Sharing Framework’ that systematically collects and shares best practices and insights from different industries, fostering innovation by exposing clients to ideas from beyond their sector.

Collaborate across the agency ecosystem

Agencies often fall into the trap of competing with one another rather than building on each other's strengths. True client success relies on seamless collaboration within the agency ecosystem, where each partner contributes its unique value.

For consideration: Collaborate with your agency partners to develop a set of aligned recommendations that optimise your ways of working together. This could involve joint planning sessions, clearly defined roles, and shared metrics for success to ensure all agencies work in harmony toward the client’s objectives.

Lead AI conversations early

Clients are exploring AI, but they may need guidance. Start small by offering AI-driven solutions that can be implemented immediately, like content automation or predictive performance tools, and gradually lead them towards more sophisticated applications.

For consideration: Create an ‘AI Readiness Framework’ that evaluates clients' current capabilities, highlights potential AI use cases, and provides a phased approach to AI integration. This helps them see the immediate and long-term benefits.

Involve clients in your service evolution

Don’t wait to have fully developed offerings. Engage clients in your service innovation process, allowing them to co-create new solutions with you and providing transparency about your ongoing improvements.

For consideration: Apply a ‘Client Co-Creation Framework’ that includes client feedback loops at key stages of service development. This could involve prototype testing, workshops, or pilot programs where clients contribute to refining our offerings.

Keep the value-add as your North Star

Long-term success relies on maintaining a clear vision of the unique value you bring to clients. This value-add should act as the guiding principle for the agency-client relationship. This value should be at the core of the client and agency relationship, constantly nourished and evolved.

For consideration: Develop a ‘Value Proposition Framework’ that helps both clients and internal teams stay aligned on the unique contributions your agency brings. This could include regular evaluations of how your work is driving strategic goals, along with opportunities to continuously elevate that value through innovation, insights, and creative solutions.

Integrate flexibility into your staffing and pricing

Adapt your staffing and pricing models to meet changing client needs. Offering flexible frameworks ensures clients get the right resources when they need them, without being locked into rigid structures.

For consideration: Agree a ‘Dynamic Staffing and Pricing Model’ that includes modular resource allocation based on client workload and project scope. This could also include tiered pricing structures that adapt to the evolving scope of work.

If you'd like to share your own reflections or explore how we can support your journey, our consultants are always here to help. Don’t hesitate to contact us.