Mustard joins forces with Brands & Agencies and Agency by Agency to explore the state of brand–agency relationships in the age of AI.
A major new B2B study exploring how brands and agencies work together launches this week across the UK’s professional services sector.
The project is a collaboration between Mustard , the networking platform and directory Brands & Agencies, and the data intelligence platform Agency by Agency.
Together, we are aiming to engage with brand-side marketers in b2b and professional services organisations – in what is being described as the North’s biggest-ever study of brand-agency relationships.
What this research study will explore
The study will audit the brand–agency relationship in 2025, examining how well agencies are meeting clients’ evolving needs, where tensions exist, and how emerging technologies like AI are shaping expectations on both sides. One key focus of the study is the role AI plays in reshaping how marketing as a function is delivered and how it is valued. From efficiency gains to creative innovation, the research will explore the extent of any enthusiasm and unease on the client side. Richard Walker, director at Mustard, explains more about what he hopes to uncover:
“Agencies are increasingly experimenting with AI, but to what extent are they confident talking about it? Brands, meanwhile, are likely to be intrigued but inherently cautious. We want to know where the reality sits between hype and hesitation.”
What do brands REALLY value from their agencies?
While AI may dominate the headlines, the core of the study remains human – understanding what brands really value in an agency partner. Using survey data and in-depth analysis, the results will benchmark what clients say they want against how agencies actually describe themselves.
As well as that, the study represents a crucial opportunity to foster mutual understanding across the marketing ecosystem.
“The relationship between brands and agencies can be complex, but it’s never been tested like this. Economic strain, pressures to do more in-house and the rise of AI are reshaping what collaboration looks like. This study gives us the opportunity to strip away conjecture and replace it with data – to show where we’re at on key metrics such as trust, value and understanding.”
Take part in the survey
The study is open to senior marketers in B2B and professional services organisations across the UK. It takes around 5–7 minutes to complete and all responses are confidential.
👉 To take part just CLICK HERE.
“There’s likely to be a perception gap between what agencies think clients value and what clients actually want. Evidence is the bridge that closes that gap – and that’s what Mustard is here to provide.”