Change is the only constant in the marketing world. Rapid technological advancements, evolving client behaviours and expectations and shifting economic winds mean the landscape has never been more dynamic - nor the stakes higher. 

In this ever-changing terrain, staying ahead of the curve isn’t just advantageous for agencies. It’s crucial to survival and long-term success. But this starts with clarity. An agency needs to identify what differentiates it from its competitors, build on this positioning and then put in the work to spot where there are growth opportunities and what services it needs to develop. 

This playbook dissects the techniques that can get your agency onto your target’s radar, the tools that can be leveraged to move prospects down the marketing funnel and the tips and tricks that can translate leads into tangible wins.

Agency leaders need to dig beneath the headlines to identify areas of growth - be it disciplines or sectors. In the Q4 Bellwether’s case, events and direct marketing lead the charge for investment in Q4.