The ‘Squeezed Middle’: How Agency Propositions Can Stand Out

One of my top five priorities for agencies in 2025 is having a clear, concise proposition and point of view.

Right now, many agencies are operating in ‘the squeezed middle’. Start-ups or future-focused agencies with flexible, more efficient operating models are undercutting on price, while larger agencies, fighting to retain global clients, can leverage economies of scale – also driving prices down.

This is leaving many agencies stuck in the middle, squeezed between the two. In this market, having a compelling, confident POV isn’t just an advantage – it’s a ‘non-negotiable’. Agencies need to own what they stand for, then embed that into everything they do and how they present themselves.

Because let’s face it, there are only so many agencies that clients can hire who are “culturally connected, meaningful, and focused on driving impact”. The real differentiator isn’t just what agencies do, but how they do it and sell it.

I’ve been working on some proposition projects lately, and as you can when you run your own shop, had a random idea the other night while watching a spicy Merseyside derby.

With the help of SAM, my proprietary Sprint Accelerator Model (a stack of AI tools, processes and prompts), I scraped the metadata of all PR agencies listed in PRWeek’s top tables – from corporate to consumer, and up-and-coming independents to Cannes Lions-winning networks.

The findings were fun, so I thought I’d share them…

Analysis of 450+ agency descriptions reveal the following commonalities and trends:

1. Purpose-led: Many agencies position themselves as enablers of positive change, whether social, environmental, or economic. They highlight their ability to drive impact for brands that want to make a difference in the world. This includes championing sustainability, inclusivity, and corporate social responsibility. 

Example: “We campaign for change makers… those realising the positive potential of business.”

2. Storytelling: A significant number of agencies focus on storytelling as a core proposition for brands. They position themselves as experts in shaping narratives, engaging audiences, and creating compelling content that resonates across multiple channels. This approach helps brands differentiate themselves and build stronger emotional connections with their audiences. 

Example: “We drive change through powerful storytelling, content and connections.”

3. Reputation & Trust: Building, protecting, and enhancing reputations remains a key focus for many agencies. Whether through crisis management, strategic communications, or media relations, agencies position themselves as guardians of brand integrity and trust. 

Example: “…is the global leader in communications, purpose-built to create value for our clients through reputation.”

4. Creative & Innovation: Creativity and innovation are widely emphasised, often combined with integrated or digital-first approaches. Agencies present themselves as forward-thinking and disruptive, leveraging new technologies and trends to create bold, attention-grabbing campaigns. 

Example: “Creativity changes everything. We are an integrated creative agency that combines diverse expertise to make change for brands and businesses.”

5. Integrated Services: Many agencies highlight their ability to combine PR, digital, social, and creative services under one offering. This approach allows them to position themselves as one-stop solutions for brand communications, providing efficiency and consistency across all marketing efforts. 

Example: “A PR, Digital, Creative & Crisis Management agency. Our consumer, corporate, and reputation specialists deliver impactful results.”

6. Independence & Bold Positioning: Several agencies highlight their independence as a differentiator, positioning themselves as challenger brands that offer fresh perspectives. This is often paired with a bold, disruptive tone to stand apart from traditional agency models. 

Example: “…is a fiercely independent PR and Social agency and we build super brands to deliver fame, commercial success and long-term brand value.”

7. Global Presence: A strong focus on global reach and multinational expertise is evident in many agency statements. They showcase their ability to operate across borders, serving international clients with tailored, culturally relevant strategies. 

Example: “…is a global communications firm that partners with businesses and organisations to evolve, promote and protect their brands and reputations.”

8. Specialisation:Many agencies define themselves by specialisation, such as finance, technology, sustainability, or sports PR. This niche positioning helps them appeal to specific client sectors by demonstrating deep industry expertise. 

Example: “…is a specialist Sports PR agency taking an audience-led approach and unleashing the power of earned-first storytelling for world-class clients.”

9. Partnerships: The idea of working as a ‘partner’ rather than just a service provider is a recurring theme. Agencies present themselves as long-term strategic allies who work closely with clients to navigate challenges and seize opportunities. 

Example: “…is an independent family of creative businesses that partner with leaders to tackle some of their biggest challenges, build meaningful relationships, and inspire transformative action to drive real change.”

10. Tangible Business Value: There is a clear shift towards showcasing measurable results, commercial success, and long-term brand value. Agencies are positioning themselves as performance-driven, with an emphasis on ROI and quantifiable impact.

Example: “We help brands set a new standard… building brands that attract, offer a unique position, and effect real change in the world.”

Email james@sprintpartners.co to get a copy of the Five Non-Negotiables for Standout Agency Propositions…