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2025 Global Agency Rankings: An Evolving B2B Marketing Landscape

The Global Agencies Benchmarking Report, curated by B2B Marketing, is an annual insight into the trends shaping the B2B marketing domain. This year’s report emphasizes significant changes in revenue, staffing, and the overall dynamics of growth strategy, presenting a ranked list of the premier agencies worldwide. The 2025 findings underline the transformative forces at play, characterized notably by private equity investments and acquisitions by large holding companies.

Insights and Observations

One of the most noteworthy observations from this year's rankings is the consolidation trend underway in the B2B agency sphere. Major independent agencies that once dominated the rankings have either disappeared from the list or have been absorbed by much larger groups. The acquisition of Ledger Bennett by Havas and the ongoing merging of Merkle B2B into Dentsu, rebranded as Dentsu B2B, illustrate the overarching trend of consolidation and the shifting balance of power in the market.

The CEO of The MX Group, Tony Riley, remarked, "Consolidation is the dominant force shaping the B2B marketing landscape. But for clients, scale can mean trading depth for breadth without resulting in the growth B2B marketers need.” This statement encapsulates the dilemma many marketing teams face today: with fewer distinct voices, clients are often left seeking the right combination of expertise and market presence to fulfill their needs.

While consolidations might provide larger firms with immediate resources and capabilities, they do so at a potential cost. The unique positioning and specialty expertise found in once-independent agencies may be lost. As pointed out by Sam Crocker, Managing Partner at Bray Leino, "When agencies optimize for shareholder value instead of client outcomes, you end up with teams who may check the boxes but lack the on-the-ground expertise and nuances of B2B."

The Rise of Agility Over Size

In this shifting landscape, some agencies are successfully redefining what it means to be independent. The strategic partnership formed between Bray Leino and MX represents a fresh approach to agency collaboration. Their unique alliance combines the reliability of established firms with the agility typically linked to independent agencies. This means they can operate globally while still responding to local market needs, driven solely by client success.

In 2025, this partnership propelled them to the position of the 5th largest global B2B agency, as well as the 5th largest global brand specialist agency. This achievement highlights their capacity to assist businesses in developing recognizable and influential brands across diverse markets.

Kate Cox, CEO of Bray Leino, stated, "Our Global Agility model provides companies with global reach, flexibility, and a team accountable for growth. Our partnership was built to celebrate each client's uniqueness. In a market where consolidation is eliminating choice, our offer is more valuable than ever."

With an increasing number of B2B clients facing the choice between massive networks lacking focused strategies or small agencies without the robust infrastructure necessary for global execution, the need for differentiated services is more pressing than ever.

Looking Towards the Future

The coming year promises to further highlight the differences between agencies that offer true imaginative solutions and those that rely solely on size to maintain their status. As AI continues to disrupt both execution and procurement processes, formidable questions arise about relevance and adaptability in a changing landscape. The challenge ahead isn't simply about which agencies will rise to prominence, but who will stay valuable and impactful in a convoluted B2B marketplace.

About the Global Agency Rankings

The report ranks agencies based on their gross income derived from B2B activities worldwide—a testament to their operational success across various regions.

About Bray Leino + MX

Bray Leino + MX stands as an innovative alliance of two award-winning independent B2B agencies designed to deliver globally impactful marketing solutions without the burden of legacy holding company overheads. Together, they offer tailored strategic, creative, and digital solutions to leading brands across North America, Europe, and Asia. To learn more, visit globalagility.agency/GAMBR.