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At the Agency Hackers Conference in Miami, Bart Mroz interviews Steve Guberman of Agency Outsight about the agency landscape heading into 2026.
Steve says Q1 showed renewed contract activity and more normal sales cycles, though uncertainty around wars, governments, and AI is creating anxiety.
He predicts major agency consolidation after a COVID-era surge of new agencies that largely didn’t survive. Steve explains his work coaching agency owners (roughly $1M–$10M+) on balance, leadership, operations, and M&A readiness, emphasizing goals tailored to founders rather than “copycat goals.”
He outlines what strong agencies look like—low client concentration, tight vertical niches, strong SOPs, and owners out of day-to-day operations—and describes four stages of AI adoption, urging agencies to progress from internal efficiency to selling AI solutions.
They also discuss international expansion into the U.S. and outsourcing/nearshoring trends in Eastern Europe, India, and South America.
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