Agencies & Marketing — Why Platform Power Shifts Are Forcing a Complete Rethink of Agency Value Propositions

Agencies & Marketing · 2026-03-24

A significant shift is occurring in how major platforms are positioning themselves for enterprise-level marketing engagement. TikTok's first CMO-focused event in the UK signals its evolution from a tactical social channel to a strategic marketing partner, directly challenging Meta's dominance. Meanwhile, YouTube's Gemini-powered Creator Partnerships platform represents a technological leap in…

OPENING The balance of power in digital marketing is undergoing a seismic shift, and many agencies aren't fully grasping the magnitude. This week's developments across TikTok, YouTube, and sports marketing reveal how platforms are aggressively disintermediating traditional agency relationships while simultaneously creating new opportunities for those willing to adapt.

The traditional agency model is being squeezed from multiple directions. TikTok's first-ever CMO Collective in the UK signals a clear intention to build direct relationships with brands, positioning itself as a serious challenger to Meta while demonstrating how easy it is for brands to create content without agency guidance. Meanwhile, YouTube's Gemini-powered Creator Partnerships platform represents a direct assault on influencer marketing agencies by promising to automate and streamline the entire creator-brand partnership lifecycle. These aren't isolated moves – they're part of a coordinated strategy by platforms to own more of the marketing value chain.

What makes this particularly fascinating is how it's happening in parallel with fundamental changes in what brands value. The evolution in sports sponsorship deals is telling – traditional agencies that built their business on securing pitch-side banner placement and hospitality packages are watching as clubs invest heavily in their own social media operations, offering sponsors direct access to engaged audiences. This shift mirrors the broader industry trend where direct platform relationships and authentic content creation are increasingly valued over traditional agency services.

The timing couldn't be more critical, with rising gas prices threatening consumer spending and potentially forcing brands to scrutinize their marketing investments more carefully. Smart agencies should see this as an opportunity rather than a threat. The successful sale of Digital Voices, an influencer agency, demonstrates that there's still significant value in specialized agency expertise – but only for those who position themselves as strategic partners rather than mere service providers.

WHAT TO WATCH The next month will be crucial for agencies to demonstrate their value proposition beyond simple platform expertise or creative execution. Watch for more platforms to launch enterprise-focused initiatives that bypass traditional agency relationships. The winners in this new landscape won't be the agencies that fight this trend, but those that evolve to provide strategic guidance on navigating an increasingly complex marketing ecosystem where platforms, creators, and brands intersect. The era of the platform-first agency model is ending – what comes next will determine which agencies thrive and which become obsolete.