As agencies plan for 2026, talent strategy is likely at the center of priorities. AI is reshaping how teams work, client expectations continue to evolve, and competition for top talent is on the horizon. Agencies that prepare now will position themselves to thrive in the future.
Here are four considerations to guide your planning:
- Invest in the Right People
Voluntary turnover remains low, but when the market heats up, movement will follow. Identify your “keepers” now, invest in retaining them, and refresh performance assessments to reflect today’s work. With merit increase pools expected to remain tight in 2026, measure performance and reward talent equitably and consistently. - Build AI into Daily Workflows
AI is reshaping our work, yet structured upskilling remains inconsistent across the industry. Don’t expect employees to learn and experiment on their own time. Instead, integrate structured learning into daily workflows. (The PRC is exploring 2026 programming designed to do exactly that.) - Rethink Structures and Processes
Budget constraints and increased project assignments stretch junior and mid-level professionals thin across five or more accounts. While AI can make multitasking easier, teams must learn how to leverage it effectively (see #2). Equip managers and teams with tools and processes that streamline work while preserving space for strategic thinking. - Speak the Language of Value
As AI accelerates the shift toward value-based work, every team member must be fluent in articulating strategic priorities and business impact. Drive this focus throughout your organization because it is becoming even more critical to your pricing and profitability.
What This Means for 2026
When you put talent strategy at the core of your planning, you strengthen your agency, increase resilience, and better prepare to navigate client demands, technological change, and market shifts.
With new resources, data, and learning opportunities, the PRC is here to help our member firms future-proof their talent strategies.