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Why Marketing Agencies Are Dying in 2026
Lucas and Luna look at why the traditional agency model is crumbling in 2026. They drill into one specific number: the 37 percent drop in retainer-based revenue at mid-sized agencies since 2022, using data from the latest Agency Management Institute survey. They discuss the rise of in-house teams, the unbundling of services, and how AI tools let companies skip the agency middleman. Lucas argues that agencies that survive are the ones that stopped selling 'strategic partnership' and started selling a specific, measurable outcome. Luna pushes back with the example of a boutique agency…
The skinny
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