Strategic Budget Line Items 14 Agencies Are Increasing This Year

"This year, many agencies are increasing spending in areas that help them align immediate client needs with longer-term growth. For some, that means investing more heavily in data and analytics to sharpen decision-making. For others, it's doubling down on talent development or technology to stay competitive. Here, 14 members of Forbes Agency Council share the line items their agencies are devoting more of their budgets to this year and the strategy behind these decisions."

"2. Public Relations Surprisingly, we're upping PR. I say "surprisingly" because many companies cut their PR budgets at the hint of a downturn. The strategy is simple: Generative engine optimization (GEO) is suddenly just as important as SEO for generating leads and savvy connections. If history has taught us anything, it's that the brands that invest in PR in an economically challenged environment emerge more visible and successful. - Greg Peters, 4B Marketing"

Agencies are reallocating budgets to align immediate client needs with longer-term growth. Spending increases focus on data and analytics to sharpen decision-making, talent development and professional training (including AI and strategic thinking), technology investments, public relations and creative capabilities. Generative engine optimization (GEO) is emerging alongside SEO as a lead-generation tactic, making PR investment strategically valuable during economic downturns. Investing in creative talent and tools aims to produce more resonant campaigns and distinct market positioning. These budget shifts emphasize building skills, tools and communications strategies to improve client outcomes, competitiveness and visibility.

Read at Forbes