Forrester's Agency Predictions Report Forecasts 2023 Culture Upheaval

Following hybrid work acceptance, companies will hone product, b-to-b and privacy expertise

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Agency employees probably aren’t ever returning to the office for a five-day work week. In 2023, Forrester predicts, industry leaders will finally understand that hybrid work is here for good, and opt to leave their old ways behind.

That will bring about a transformation in agency culture, in which leaders will define creativity differently and refocus on pairing service offerings with products, building their b-to-b marketing expertise and taking on privacy and data compliance risks.

This is according to Forrester principal analyst Jay Pattisall, whose 2023 agency predictions report promises significant change for agencies is on the horizon.

“Agency culture used to be very collaborative, very in-person, and it was part of [their] superpower,” Pattisall told Adweek.



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