Independent · Nonprofit · Free

The Independent Source of Truth for Small to Mid-Size Agencies.

This research equips you with free data, helping you make informed decisions with confidence.

See the 2026 Findings Executive Summary

No gates
No sales
No agenda

Cover of The Agency Core 2026 Research Report: Agency Leaders See the Path. Now Walk It!

579 agency leaders surveyed

400 clients asked too

Year-over-year record Line chart illustrating how agency sentiment is tracked year over year

Bar chart illustrating agency research metrics

Just agencies.

Original & Independent

Research Built for Agencies

A clearer picture of the agency landscape.

Agency Core conducts original research focused solely on agencies — not marketers, not vendors, not platforms. Just agencies.

Our work documents how the industry is changing, what leaders are facing, and where the pressures and opportunities truly are. As an independent nonprofit, we don’t package or interpret the data for you. We publish it openly so the agency community can examine it, question it, and use it however they choose.

Benchmark &
track trends

Open data,
no paywalls

Explore the 2026 Study

Why We Exist

The Need for Free, Accessible
& Reliable Agency Data

High-quality agency data is rare — and too often locked behind paywalls. Agency Core exists to remove that barrier by publishing research that’s free, accessible, and built specifically for agencies of every size.

Our Mission

To democratize agency intelligence by publishing free, independent data that removes guesswork, exposes reality, and empowers leaders to act with clarity instead of relying on opinions.

Our Vision

A future where every agency leader can access accurate, independent insight, enabling the industry to operate with shared understanding rather than hype, opinion, or uncertainty.

Our Commitment

Agency Core’s research is provided without cost and without conditions. Our commitment to transparency ensures every agency can access real-world data, use it responsibly, and rely on it to inform future decisions.

What the 2026 Study Found

We asked 579 agencies. And 400 clients.

The 2026 edition reveals the pressures, choices, and blind spots defining the agency landscape. Every finding is reported anonymously and published openly, free for any agency.

See the 2026 Findings

51%

now see the market changing dramatically, up from 35% in 2025.

84%

are adapting operations, yet few follow through on what matters most.

13–16%

fully execute the strategies they call most important.

mindsets split the industry, and only one is pulling ahead.

91%

of clients feel helped, but 42% plan to pull back within a year.

Clients are not paying less for AI. They are paying for better thinking.

The Cause.
The Research.
The Commitment.
The Continuity.

Agency Core was created to give agencies a dependable source of unbiased intelligence, a place where the realities of agency life can be documented clearly, without agenda or noise. Each edition of our research builds on the last, forming a long-term, year-over-year record of how agencies are changing, adapting, and leading through complexity.

Our commitment is to publish this work openly and consistently, ensuring that every agency, regardless of size or resources, can access the data that shapes smarter decisions.

The continuity holds. The 2026 data is yours to use.

A running record of the agency year

2023 The Agency Core 2023 study, published through Audience Audit. View
2025 778 agency leaders. One word came back more than any other: Uncertain. View
2026 579 agency leaders. 400 of their clients. One finding nobody saw coming. View

What You Can Expect

Research That Serves
the Agency Community

Independent Insight

Our research reflects the realities of the agency world — not vendor agendas, trends, or opinions.

Open Data

All findings are published fully and freely, so any agency can review, question, and interpret the data on their own terms.

Accessible Knowledge

Reports, summaries, and key findings are shared openly to help agency leaders understand the landscape without barriers.

Community Perspective

Every edition incorporates the experiences and challenges shared by agencies across the industry, creating a clearer collective picture of what’s happening.