UK Agency Tenure Report: How Long Do Brands Stay Vs. Switch?
In a world where brand-agency relationships can change at the speed of a trending TikTok sound, knowing the average agency tenure isn’t just useful—it’s essential for new business strategies. The WinmoEdge UK team recently released its Agency Tenures Report, offering a deep dive into how long brands stick with their agencies across industries, service types, and holding companies.
With an average tenure of 45.3 months across all industries, agency types, and services, this data serves as a crucial benchmark for agencies navigating client retention and new business opportunities. Here’s what you need to know.
1. Industry Matters: Who Stays, Who Strays
Not all industries are created equal when it comes to agency loyalty. The report highlights significant variations:
- Consumer Goods brands tend to be the most committed, sticking with their agencies for 52.6 months.
- Food & Beverage brands aren’t far behind at 48.4 months.
- Restaurants, on the other hand, churn through agencies faster, averaging 34 months per engagement.
- Media & Entertainment brands? Just 19.7 months—blink, and you might miss them.
For agencies prospecting in fast-moving sectors like Sports & Recreation (18.4 months) or Media & Entertainment, positioning yourself as an agile, influencer-savvy, and digital-first partner will be key to winning work.
2. Holding Companies Have the Edge
The data shows that holding company agencies enjoy longer tenures than their independent counterparts—55.1 months vs. 35 months on average. Why? Their integrated solutions and global reach give them an advantage in securing long-term client relationships.
That said, Interpublic leads the pack with an impressive 88-month tenure, and the upcoming Interpublic-Omnicom merger could further solidify its dominance. Meanwhile, Havas (38.6 months) and Publicis (48.6 months) may look to M&A activity to strengthen their agency networks and extend their tenures.
3. Service Type Shapes Tenure
Certain types of agencies naturally experience shorter client relationships:
- Media agencies: 70.9 months
- Creative agencies: 45.3 months
- PR & social agencies: 24.6 months
The rapid evolution of digital marketing, influencer strategies, and content trends means PR and social agencies must work harder to sustain long-term relationships. But it also means independent agencies—which often win work based on agility and personalisation—may have the best chance of securing clients in fast-moving sectors.
4. New Business Triggers Shake Up Tenure
While average agency tenure provides a helpful benchmark, it’s not the only factor that signals an opportunity. Brands often review agency relationships when:
- New decision-makers enter the business—recent marketing leadership changes at Vaseline, Fender, Stella Artois, and Ninja could indicate upcoming agency searches.
- Spending shifts occur—for example, LW Theatres increased digital media spending by 778.2% YoY, and Defected Records ramped up digital media investment by a staggering 7,592.3%.
Agencies that track these shifts get a competitive advantage by identifying exactly the right moment to pitch.
The Takeaway for Agencies
Understanding when brands are most likely to review their agency relationships can help agencies plan strategic outreach. Whether you’re an independent shop looking to break into industries with shorter tenures or a holding company navigating M&A-driven shifts, this report offers valuable insights into agency longevity.
Want the full breakdown? Click here to download the UK Agency Tenure Report and get the data you need to win your next client.
