A new survey by Scooter, revealed in B&T, shows that marketers are realigning their priorities for the year ahead—emphasising project-based pitching, AI leverage, and measurable ROI.
More than 40 per cent of marketers expect to move to hybrid agency models, while about two-thirds believe agencies will shift toward project-based pitching rather than traditional retainer models. This reflects growing pressure to deliver more with less—and more flexibly.
AI and automation are also high on the wishlist: marketers see them as key to efficiency and creative support, though many still value human ingenuity and differentiation as essential to strong brand work.
Crucially, marketers are demanding greater transparency from agencies. Around 80 per cent expect clearly demonstrable ROI and open visibility into strategy and spend. Scooter’s leadership emphasises that agencies must evolve pricing models, deepen client trust, and become strategic partners—not just output factories.