Brand marketers have to make big decisions every day -- when to launch new products, what the packaging design should look like, who to hire internally and externally. And in 2026, with economic uncertainties looming and marketing budgets on the chopping block, you've got to balance cost-cutting with ad-spending that keeps sales up! Should I hire a media agency or build a media buying team in-house? Just as we saw during the pandemic, the ability to pivot quickly and eliminate inefficiencies will be critical for marketing leaders navigating ahead. It would be natural to consider cutting ties with your external partners. After all, Meta and Google are appealing directly to brands, making their buying platforms as user-friendly as possible to eliminate the need for agencies. And generative AI is helping with creative and analytics at record speed. But it's precisely during tough economic periods that you need an experienced, nimble media agency to help. Why? Because media channels are like ingredients, and agencies are professional chefs. Anyone with a Facebook or Google account can run ads – but if they don't have a deep understanding of: what your target consumer's purchase journey could look like, your brand's voice, business challenges, and category positioning, how multiple marketing channels work together for brand and performance, why certain campaigns perform better than others …they might as well throw your money against the wall to see if it sticks.
