#USA #B2B Marketing #Bray Leino #MX Group #Burr Ridge, Illinois

Navigating Change in the B2B Agency Space

The 2025 Global Agency Benchmarking Report, an important annual publication by B2B Marketing, has laid bare the evolving dynamics within the B2B agency sector. This year's findings highlight dramatic shifts prompted by significant investments from private equity firms and the ongoing trend of acquisitions among major holding companies. The report not only reflects a ranking of top-grossing agencies worldwide but also elucidates how these changes are reshaping the operational landscape for agencies and their clients.

The Landscape of Consolidation

A notable trend emerging from this year’s rankings is the increasing consolidation seen in the B2B agency space, which has led to many previously independent firms being absorbed by larger conglomerates. This year's report made it evident, as several top-ranking independent agencies have disappeared from the list. For instance, Ledger Bennett's acquisition by Havas, along with the integration of Merkle B2B into the Dentsu group, now branded as Dentsu B2B, exemplifies this consolidation trend.

Tony Riley, President and CEO of The MX Group, remarked, "Consolidation is the dominant force shaping the B2B marketing landscape. However, for clients, this increased scale often translates into a trade-off between depth and breadth without yielding the growth that B2B marketers truly require." While this trend enables parent companies to quickly gain new capabilities and revenue, it frequently sacrifices the refined market positioning and specialized insight that once characterized these independent agencies.

Sam Crocker, Managing Partner at Bray Leino, pointed out, "When agencies prioritize shareholder profits over client outcomes, the teams may only meet basic requirements without possessing the essential industry-specific expertise necessary for effective B2B engagement."

Innovation Amidst Growing Agencies

In the face of these challenges, some agencies are redefining the concept of independence in the global B2B market. The strategic partnership between Bray Leino and MX is a novel approach designed for resilience in a turbulent market, combining the strengths of two well-established agencies while retaining the flexibility typical of independent firms. This approach has propelled them to the 5th position as a global B2B agency, alongside recognition as the 5th largest B2B brand specialist agency globally, highlighting their proficiency in helping businesses navigate complex market environments.

Kate Cox, CEO of Bray Leino, stated, "Our Global Agility model ensures that our clients benefit from both the expansive reach of a large agency and the tailored support typically available only through smaller firms. In a climate where consolidation is diminishing the variety of choices, our unique offering stands out."

The Future of B2B Marketing

As the B2B landscape increasingly incorporates advanced technologies like AI, coupled with procurement pressures demanding lower costs, the upcoming year promises to discerningly separate those agencies that demonstrate true value proposition from those relying solely on their size. It raises critical questions about agency relevancy: who will maintain their standing in the rankings, and who will thrive amidst ongoing industry changes?

Recapping the Rankings

The Global Agency Benchmarking Report provides crucial insight by ranking agencies based on gross income derived from B2B operations across various regions. As such, it serves as a barometer of not only financial performance but the broader trends shaping B2B marketing paradigms.

About Bray Leino + MX

Bray Leino + MX serves as a transatlantic alliance between two award-winning B2B agencies committed to delivering strategic, creative, and digital solutions tailored for significant global impact—without the burdens of traditional holding company structures. Their mission is to empower brands across North America, Europe, and Asia with innovative strategies designed to resonate in the evolving marketplace. To learn more, visit globalagility.agency/GAMBR.