The Ever-Evolving Client-Agency Relationship
By Matan Ahlfeld, CEO of DAVE
Adapt or die. It’s one of the first lessons taught in Business 101—and in the marketing world, it’s a reality we’ve been living for the past two decades.
If you’ve worked in this industry over the last 10–20 years, you’ve likely seen significant shifts in how agencies and clients work together. Technological advancements, increased media fragmentation, and evolving consumer expectations have all compelled agencies and brands to reassess their collaboration strategies.
Integration Over Isolation
Today’s agencies are increasingly merging creative and media functions, reversing the decades-old trend of keeping these disciplines separate. Forward-thinking firms are going further—adding web design, lead generation and nurturing, SEO, content strategy, UX, and CRM capabilities to their toolkit.
Why? Because brands need more than isolated services. They need holistic, integrated solutions that align with how customers move through the funnel—from awareness to conversion and beyond.
A Quick Look Back: The Evolution of the Model
2020s – Automation, AI & Retail Media Take Center Stage
As automation tools, AI, and programmatic media buying become mainstream, the marketing world is flooded with data. But data without action is noise. Agencies must now deliver insights and performance—making sense of the numbers and driving results.
Until recently, top-tier DSPs (demand-side platforms) were accessible only to agencies with the scale to meet minimum spending thresholds. That changed around 2023, when many DSPs removed spend requirements and began working with resellers. Now, access is no longer a competitive advantage. Performance is.
Agencies must differentiate by doing more than just placing ads—they need to connect every part of the customer journey. The client’s website has effectively become their digital headquarters. It’s where journeys begin, and where value is either created or lost.
What Agencies Must Master to Stay Ahead
To remain competitive, agencies must align cross-functional teams and focus on seamless execution across every touchpoint. That means:
- A website optimized for both search and user experience
- SEO, SEM, and content strategies that work in concert—not in conflict
- Smart tracking aligned with actual business goals
- Cohesive media planning across channels and formats
- Creative that adapts to the ad environment, not the other way around
- Robust attribution models and media mix strategies
- A full-funnel view that connects lead generation to lead nurturing and CRM
The Road Ahead
Agencies that succeed in this environment won’t just offer services—they’ll offer cohesion. Siloed departments are a thing of the past. To meet evolving client expectations, we’ll see more mergers and acquisitions designed to bring critical disciplines under one roof.
But having everything under one roof isn’t enough. Internal communication and collaboration are now non-negotiables. An agency is only as strong as its weakest link.
The client-agency relationship is no longer transactional—it’s transformational. And it’s changing fast. At DAVE, we believe agencies that integrate deeply, think strategically, and operate with transparency will lead the next era of marketing.
If you’re looking to strengthen your agency’s approach or explore a better path forward—let’s talk.
About This Post
Matan Ahlfeld contributed this post. Matan is a founding partner at DAVE. Outside of work, you’ll find him spending time with family, travelling, or finessing his poker game.