In this industry snapshot, Merkle’s Andreas Skopal shares how agencies are redefining their role as embedded growth partners – designing connected, tech-enabled experiences that earn attention through relevance, agility and impact.
As boundaries blur between content, commerce and community, how are agencies redefining their place in the brand ecosystem?
Agencies are no longer operating as external suppliers but as embedded growth partners within the brand ecosystem. As content, commerce and community converge, our role is to design connected experiences that move seamlessly from inspiration to transaction to advocacy. That means aligning creativity, media, data and technology around real consumer behaviour, not channel silos. The most effective agencies today sit at the intersection of culture and commerce, helping brands show up with relevance, utility and consistency across every touchpoint.
What does meaningful innovation look like for agencies in 2026?
Meaningful innovation is not about novelty; it’s about impact. In 2026, innovation will be defined by how effectively agencies apply technology, especially artificial intelligence and data, to solve real business problems while preserving human insight and creativity. This includes smarter planning systems, predictive measurement and faster idea-to-market cycles. Innovation also means building operating models that allow teams to experiment, learn and adapt continuously, without losing strategic rigour.
With attention becoming the scarcest resource, how are agencies designing work that earns time rather than interrupts it?
Earning attention requires a shift from interruption to value exchange. Agencies are designing work that respects context, intent and mood, delivering messages that feel native, useful or emotionally resonant. This means fewer, better ideas grounded in insight, designed for how people actually consume content today. Creativity must work harder, not louder, and media must amplify relevance rather than frequency.
How are agencies restructuring teams and processes to stay agile in a fast-changing environment?
Agility comes from simplicity and clarity. Agencies are moving toward modular team structures, blending strategic, creative, media and data expertise around client needs rather than rigid departments. Processes are becoming more iterative, with faster decision-making and clearer accountability. The focus is on building teams that are adaptable, continuously learning and equipped to operate at the pace of both technology and culture.
By Andreas Skopal, CEO, Merkle
