Uploaded August 2026 | Updated September 2026, 2 weeks ago
Marketer priorities are shifting as brands demand connected ecosystems, evolving commercial models, and measurable business growth. In this video, Google’s VP of Global 3P Ecosystem, Paul Limbrey, sits down with Janet Balis (Managing Director and Partner at BCG) and Brian Wieser (CEO of Madison & Wall) to unpack global research on the new era of agency partnerships. Discover how client demands are changing, where budget allocations are moving, and how to adapt agency models for sustainable growth.
For more insights on what's driving the new era of marketing partnerships, check out, The expansionary moment: Why AI is the catalyst for agency evolution on Think with Google.
At Think with Google, our mission is to educate and inspire the next generation of marketers, advertisers, and creatives. Here, you can find the latest consumer data and insights, marketing tutorials, and perspectives from leaders across the ad industry. Subscribe to our channel and follow along.
Looking for even more marketing insights, inspiration, and strategies? Subscribe to get Think with Google straight in your inbox. thinkwithgoogle.com/signup
0:00 - Introduction
1:19 - How marketer budget pools are shifting
2:58 - Restructuring agency compensation models
5:36 - Identifying expansionary pockets of growth
6:49 - Why marketers want intelligent orchestration
Source: Google/BCG, The New Era of Marketing Partnerships: Marketer Survey, January 2026, Global, N=387 Marketers
Marketer priorities are shifting as brands demand connected ecosystems, evolving commercial models, and measurable business growth. In this video, Google’s VP of Global 3P Ecosystem, Paul Limbrey, sits down with Janet Balis (Managing Director and Partner at BCG) and Brian Wieser (CEO of Madison & Wall) to unpack global research on the new era of agency partnerships. Discover how client demands are changing, where budget allocations are moving, and how to adapt agency models for sustainable growth.
For more insights on what's driving the new era of marketing partnerships, check out, The expansionary moment: Why AI is the catalyst for agency evolution on Think with Google.
At Think with Google, our mission is to educate and inspire the next generation of marketers, advertisers, and creatives. Here, you can find the latest consumer data and insights, marketing tutorials, and perspectives from leaders across the ad industry. Subscribe to our channel and follow along.
Looking for even more marketing insights, inspiration, and strategies? Subscribe to get Think with Google straight in your inbox. thinkwithgoogle.com/signup
0:00 - Introduction
1:19 - How marketer budget pools are shifting
2:58 - Restructuring agency compensation models
5:36 - Identifying expansionary pockets of growth
6:49 - Why marketers want intelligent orchestration
Source: Google/BCG, The New Era of Marketing Partnerships: Marketer Survey, January 2026, Global, N=387 Marketers
