""A couple of new business pitches have noted the 2026 budget is X [amount], but the 2027 budget is already projected to be X times, plus 50%. The message is, 'we're still going to wait and see, but then the next year - 18, 24 months out - is when [we'll spend].'""
""We've seen that too, and I had never seen that before either. I'm interpreting that as, 'I know the budget for next year [2026] is not exactly what you would want, but the next year [2027], I swear, is going to be huge.'""
In 2026, agency professionals are focused on client spending and the effects of AI, with 38% citing reduced budgets as a major concern. This reflects a slight decrease from 2025, where 47% identified budget cuts as the top issue. Some agencies anticipate increased spending in 2027 based on client discussions. Notable insights from industry leaders indicate that while 2026 budgets are limited, clients expect significant increases in 2027, suggesting a cautious optimism for future growth.
Read at Digiday
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