에이전시 관리 서비스 시장 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the agency management services market size was valued at USD 2.61 billion in 2025 and estimated to grow from USD 2.82 billion in 2026 to reach USD 4.01 billion by 2031, at a CAGR of 7.31% during the forecast period (2026-2031).

This report is Segmented by Offering (Digital Marketing Services, Traditional Marketing Services, Public Relations and Communications, and More), Services (Strategy and Consulting, Creative Services, and More), End User Industry (Retail and E-Commerce, Media and Entertainment, Healthcare and Life Sciences, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Agency Management Services Market Trends and Insights

Rising Demand for Omnichannel Campaign Orchestration

The move from channel-specific activity to coordinated customer journeys is a major driver for the Agency Management Services Market. Brands now manage paid search, retail media, connected television, email, social activity, websites, and in-store touchpoints simultaneously, often with separate platform rules and reporting formats. This work requires agencies to coordinate timing, audience rules, creative assets, frequency, spending decisions, and reporting across channels to manage activity as a connected program. Adobe introduced Journey Optimizer B2B Edition in January 2025, extending campaign orchestration to account-based marketing journeys across email, web, LinkedIn, and paid channels. Agencies must either use comparable technology or integrate these tools into their delivery model. Once a client's data structures and workflow rules are embedded in an agency process, changing providers can involve much more than negotiating a lower fee.

Growth in Retail Media and Commerce Media Spend

Retail media is creating a distinct source of managed-service demand within the Agency Management Services Market. Brands need support to plan activity across retailer-owned advertising environments and broader commerce media channels, where available inventory, shopper signals, and campaign metrics can vary by network. This work calls for separate capabilities in network planning, audience selection, campaign management, measurement, creative adaptation, and commercial coordination with retailer partners. Large platforms require deep operating knowledge, while smaller networks add further coordination work and make it harder to establish a consistent view of results. The resulting mix can make it difficult for brand teams to manage all activity internally, especially when the same product line runs across several commerce environments. Agencies that bring retail media planning together with shopper analysis and creative delivery can support clients across a wider range of commerce programs.

In-House Team Expansion at Large Enterprises

In-house team expansion limits the scope of external work at some large accounts in the Agency Management Services Market. The shift is selective, rather than a complete replacement of agency relationships, because internal teams do not always have the same specialist technology, global operating reach, or capacity for complex regulated assignments. Routine production, basic campaign execution, and high-volume work are more likely to move inside the client organization. Pfizer built internal SEO and AI search capabilities in 2025, while Brandtech Group reported that 8 global clients had brought AI discoverability functions in-house over 9 months. Nestle also streamlined its marketing operations through shared services, reducing the number of brands it supported from more than 400 in early 2024 to 150 by 2026. These changes leave agencies with a clearer need to provide specialist technology, regulated marketing, global coordination, and work that client teams cannot easily replicate.

Other drivers and restraints analyzed in the detailed report include:

1. Rising Need for Measurable ROI and Outcome-Based Fees
2. SME Outsourcing of Full-Funnel Marketing Execution
3. Fee Compression and Procurement-Led Commoditization

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Digital marketing services held 35.36% of the Agency Management Services Market share in 2025. The segment benefits from client demand for performance-oriented planning across search, social platforms, connected television, and commerce channels. Digital delivery remains central because it links media activity with more immediate measurement, optimization, audience management, creative adaptation, and reporting. Traditional marketing services and creative and content production remain relevant in consumer goods and financial services, where brand consistency is important, although generative AI is reducing the time and cost required to produce routine assets. This places pressure on the billable-hours model for standard creative work.

Email and lifecycle marketing services are projected to grow at a 7.52% CAGR through 2031, making them the fastest-growing offering. The Agency Management Services Market size for this offering reflects the growing importance of owned customer relationships as third-party cookies become less useful. Klaviyo reported more than 165,000 paying accounts and processed more than 60 billion data points each month in the second quarter of 2026. This scale shows how AI-supported segmentation has become more available to mid-sized brands, while platforms can simplify basic execution. Agencies retain a role in audience design, program migration, message sequencing, customer architecture, and cross-channel integration.

Complete Report Scope:

• By Offering
  • Digital Marketing Services
  • Traditional Marketing Services
  • Public Relations and Communications
  • Creative and Content Production
  • Brand Strategy and Consulting
  • Email and Lifecycle Marketing Services
• By Services
  • Strategy and consulting
  • Creative services
  • Campaign management
  • Media management
  • Analytics and optimization
  • Other Services
• By End User Industry
  • Retail and E-commerce
  • Media and Entertainment
  • Healthcare and Life Sciences
  • Travel and Hospitality
  • Consumer Goods
  • Other End User Industries (BFSI, Education, Automotive, and IT and Telecom amongst Others)
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Rest of Asia-Pacific
  • Middle East
    • United Arab Emirates
    • Saudi Arabia
    • Qatar
    • Rest of Middle East
  • Africa
    • South Africa
    • Egypt
    • Nigeria
    • Rest of Africa

Geography Analysis

North America held 34.36% of agency management services revenue in 2025. The region benefits from mature programmatic systems, high agency retainer values, and the presence of major advertising holding companies. Omnicom completed its acquisition of Interpublic on November 26, 2025, creating a combined company with pro forma revenue above USD 25 billion. WPP reported 2025 revenue of GBP 13,550 million, equivalent to USD 17,344 million, while its like-for-like revenue declined by 3.6%. Its Elevate28 plan targets GBP 500 million (USD 640 million) in gross annual cost savings by 2028.

Europe has a substantial presence in the Agency Management Services Market, led by the United Kingdom, Germany, and France. Agencies in the region face a specific compliance need under Article 50 of the EU AI Act, whose transparency obligations took effect on August 2, 2026. These obligations address the disclosure of AI-generated or manipulated content, creating a need for Agency Management Services Market providers to document content origins and apply disclosure processes for work reaching EU audiences. Agencies that support content review, provenance metadata, and disclosure workflows can help clients manage these requirements. South America remains smaller in value, but Brazil anchors demand for managed marketing services alongside developing digital-service activity in Colombia.

Asia-Pacific is projected to grow at a 9.21% CAGR through 2031, making it the fastest-growing regional segment. The Agency Management Services Market's growth is driven by a large base of small- and medium-sized advertisers, varied local media systems, and expanding digital marketing activity. China's super-app and retail media structures create a different operating environment from North America, and lower retainer values mean expansion is more dependent on client volume than on growth within existing accounts. The Middle East, led by the United Arab Emirates and Saudi Arabia, is attracting investment from holding companies and independent agencies in national development programs and sports sponsorships. Africa remains at an earlier stage, although Nigeria and South Africa show increasing demand as mobile-first advertising systems mature.

1. WPP plc
2. Omnicom Group Inc.
3. Publicis Groupe S.A.
4. The Interpublic Group of Companies, Inc.
5. Dentsu Group Inc.
6. Havas N.V.
7. Stagwell Inc.
8. Accenture plc
9. Deloitte Touche Tohmatsu Limited
10. IBM Corporation
11. Cognizant Technology Solutions Corporation
12. S4 Capital plc
13. M&C Saatchi plc
14. Serviceplan Group SE & Co. KG
15. VCCP Limited
16. WebFX, Inc.
17. Disruptive Advertising, LLC
18. Ignite Visibility, LLC
19. NP Digital, LLC
20. 9thWonder LLC

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Rising Demand for Omnichannel Campaign Orchestration
  • 4.2.2 Growth in Retail Media and Commerce Media Spend
  • 4.2.3 Rising Need for Measurable ROI and Outcome-Based Fees
  • 4.2.4 SME Outsourcing of Full-Funnel Marketing Execution
  • 4.2.5 AI Governance and Synthetic Content Traceability
  • 4.2.6 Privacy-Safe First-Party Data Activation
• 4.3 Market Restraints
  • 4.3.1 In-House Team Expansion at Large Enterprises
  • 4.3.2 Fee Compression and Procurement-Led Commoditization
  • 4.3.3 Fragmented Attribution Across Privacy-Restricted Walled Gardens
  • 4.3.4 Talent Retention Challenges in Specialized Roles
• 4.4 Impact of Macroeconomic Factors on the Market
• 4.5 Industry Value-Chain Analysis
• 4.6 Technology Outlook
• 4.7 Regulatory Landscape
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Threat of New Entrants
  • 4.8.2 Bargaining Power of Suppliers
  • 4.8.3 Bargaining Power of Buyers
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Intensity of Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Offering
  • 5.1.1 Digital Marketing Services
  • 5.1.2 Traditional Marketing Services
  • 5.1.3 Public Relations and Communications
  • 5.1.4 Creative and Content Production
  • 5.1.5 Brand Strategy and Consulting
  • 5.1.6 Email and Lifecycle Marketing Services
• 5.2 By Services
  • 5.2.1 Strategy and consulting
  • 5.2.2 Creative services
  • 5.2.3 Campaign management
  • 5.2.4 Media management
  • 5.2.5 Analytics and optimization
  • 5.2.6 Other Services
• 5.3 By End User Industry
  • 5.3.1 Retail and E-commerce
  • 5.3.2 Media and Entertainment
  • 5.3.3 Healthcare and Life Sciences
  • 5.3.4 Travel and Hospitality
  • 5.3.5 Consumer Goods
  • 5.3.6 Other End User Industries (BFSI, Education, Automotive, and IT and Telecom amongst Others)
• 5.4 By Geography
  • 5.4.1 North America
    • 5.4.1.1 United States
    • 5.4.1.2 Canada
    • 5.4.1.3 Mexico
  • 5.4.2 South America
    • 5.4.2.1 Brazil
    • 5.4.2.2 Argentina
    • 5.4.2.3 Chile
    • 5.4.2.4 Rest of South America
  • 5.4.3 Europe
    • 5.4.3.1 Germany
    • 5.4.3.2 United Kingdom
    • 5.4.3.3 France
    • 5.4.3.4 Italy
    • 5.4.3.5 Spain
    • 5.4.3.6 Rest of Europe
  • 5.4.4 Asia-Pacific
    • 5.4.4.1 China
    • 5.4.4.2 Japan
    • 5.4.4.3 India
    • 5.4.4.4 South Korea
    • 5.4.4.5 Australia
    • 5.4.4.6 Rest of Asia-Pacific
  • 5.4.5 Middle East
    • 5.4.5.1 United Arab Emirates
    • 5.4.5.2 Saudi Arabia
    • 5.4.5.3 Qatar
    • 5.4.5.4 Rest of Middle East
  • 5.4.6 Africa
    • 5.4.6.1 South Africa
    • 5.4.6.2 Egypt
    • 5.4.6.3 Nigeria
    • 5.4.6.4 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 WPP plc
  • 6.4.2 Omnicom Group Inc.
  • 6.4.3 Publicis Groupe S.A.
  • 6.4.4 The Interpublic Group of Companies, Inc.
  • 6.4.5 Dentsu Group Inc.
  • 6.4.6 Havas N.V.
  • 6.4.7 Stagwell Inc.
  • 6.4.8 Accenture plc
  • 6.4.9 Deloitte Touche Tohmatsu Limited
  • 6.4.10 IBM Corporation
  • 6.4.11 Cognizant Technology Solutions Corporation
  • 6.4.12 S4 Capital plc
  • 6.4.13 M&C Saatchi plc
  • 6.4.14 Serviceplan Group SE & Co. KG
  • 6.4.15 VCCP Limited
  • 6.4.16 WebFX, Inc.
  • 6.4.17 Disruptive Advertising, LLC
  • 6.4.18 Ignite Visibility, LLC
  • 6.4.19 NP Digital, LLC
  • 6.4.20 9thWonder LLC

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment