Changing client demands

International research reveals shifting client-agency dynamics 

Research released this month by global independent agency network L’Attitude, of which Orchard is a member, has revealed the challenges and opportunities for communications agencies as they navigate shifting client expectations in 2025. 

The insights highlight that clients around the world are still seeking a combination of transactional and long-term strategic partnerships, but the shape of agency revenue is changing.  

Retainers, projects or both? 

While retained work continues to be the main revenue driver for 79% of agencies, more than half (57%) report that project-based revenue has increased in the last 12 months. We have certainly seen this in our markets in Guernsey, Jersey and the Isle of Man. Long-term retainers continue to be our core relationships, allowing us to work effectively with clients, getting to know their business inside and out – but we are also seeing an increase in campaign or single-issue briefs from businesses identifying one or two specific needs. Both have their place in the agency ecosystem and we often work with clients to establish the right approach. 

The majority (86%) of agencies polled by L’Attitude anticipate that project-based work will either stay the same or increase in the future, so perhaps this is the future of agency life? 

Winning new work 

The study showed that most agencies (62%) saw an uptick in new business briefs received in 2024 versus 2023, with referrals - from professional networks, current and previous clients, or partners – being the core drivers of new business leads. But it’s clear from the study that barriers to securing new business remain around the world.  

A startling 93% of agencies cited delayed decision-making as the biggest challenge to locking in new work, with unrealistic budgets (79%), work being taken in-house (57%), and idea farming (50%) also getting in the way. 

Orchard is a member agency of L’Attitude and contributed to the survey along with our colleagues from agencies across the globe. 

James Harris, Director of Corporate and International at L’Attitude’s founding agency, GOLD79, said:

“A pandemic, turbulent global geopolitics and macroeconomic headwinds over the last few years have created a perfect storm of challenges for the communications industry. It’s no great surprise that the knock-on effects of these events are still being felt around the world.  

“While it is of course a positive sign that there are so many briefs around, it’s clear that client expectations have shifted – both in the ways they want to operate with their communications agencies, as well as their perception of success and value. Agencies must be resilient, continue to evolve and look to the future, adapting their offerings and models to this new normal. Our industry is transforming, and we must be ready to embrace the change.”  

According to the study, media relations, influencer relations, strategy, social media management and creative are among the services most in demand – which align closely to Orchard’s service lines.  

Founded by UK-based agency, GOLD79, L’Attitude is a collaborative network of creative consultancies brought together to deliver exceptional PR and marketing campaigns around the world. With over 30 offices globally, the network has capabilities spanning 65 markets from EMEA, North, Central and South America, to Asia-Pacific.