In Dubai, we unveiled the MENA region’s first data-led benchmark of commercial performance across marketing communications agencies – revealing where growth is heading in 2026.
Built in partnership between Sprint Partners Consulting, PRCA MENA and YouGov, the report captures the real story behind revenue, profitability, investment, new business intensity and the strategic capabilities shaping the next wave of winners.
Great to be joined by Conrad Egbert, Nick Sandham from Alshaya Group and Joe Lipscombe from The Romans for a sharp discussion on AI, creativity and the forces redefining agency performance.
Here’s a sneak peek of the key findings from the report:
🔆 Rising agency confidence – 68% expect revenue growth in 2026, up from 56% reporting growth in 2025, with nearly 1 in 5 forecasting growth above 20%
🔆 Creativity remains the #1 growth driver – rated critical by 81% of respondents, followed closely by strategic advisory (80%) and IP, POV and purpose (79%)
🔆 Agency selection priorities for clients in 2026 – social media engagement (46%), influencer marketing (42%) and public relations (37%) are the top three areas where brands plan to appoint new agency partners
🔆 New business intensity remains high – 29% completed 21–50 pitches in 2025, and 60% expect pitch volumes to rise further in 2026. 32% reported conversion rates of 20–40% and 27% between 41–60% conversion.
🔆 AI investment is accelerating – with significantly higher spend planned for 2026 (especially in the $250k–$500k range), showing a clear shift from experimentation to scaled adoption
🔆 Brands are moving toward hybrid operating models – almost three in five expect agency spend to stay stable or increase, while 51% plan to expand internal teams
🔆 In-house teams cite key capability gaps – creativity, AI adoption and influencer marketing were identified as the biggest current challenges
Five strategic recommendations for agency leaders heading into 2026:
1. Build a distinctive proposition, amplified by thought leadership: As the market becomes more competitive, commoditisation of downstream services (press office, content, community management) will accelerate. Agencies must sharpen a bold, differentiated value proposition – then reinforce it consistently through high-quality thought leadership and proactive marketing.
2. Combine strategic advisory with standout creativity: As AI continues to commoditise execution, differentiation will come from the combination of sharp strategic thinking and memorable creative work. The agencies that win will be those that fuse both – not those that lead with one in isolation.
3. Lead on AI through platforms, products and advisory services: Agencies have a major opportunity to embed AI into client-facing platforms, processes and consultancy-style offers. Emerging areas such as Generative Engine Optimisation (GEO) are still underdeveloped in the region – but likely to become mainstream by 2027, creating real first-mover advantage.
4. Make insight, data and measurement a growth lever: To move upstream and prove value, agencies must elevate measurement beyond reporting. Outcomes-focused evaluation frameworks enable agencies to demonstrate ROI more clearly and build longer-term trust, particularly as appetite grows for alternatives to high-cost management consultancy.
5. Rethink integration through partnerships, not scale: True end-to-end integration is easier for large global networks. For independents, the smarter route is strategic partnerships and affiliate models that extend capability, geography or specialism without diluting focus or culture.
If you’d like a copy of the report or a consultancy call to discuss your agency or brand growth priorities for 2026 feel free to message or email james@sprintpartners.co
