Growth in Focus: Performance, Priorities and Competitive Advantage in 2026
The PRCA MENA Growth Pulse Report 2026, developed in partnership with Sprint Partners and YouGov, delivers the first regionally focused, data-led benchmark of commercial performance across marketing communications agencies in the Middle East and North Africa.
Based on 241 responses from agency and in-house leaders across 19 MENA countries, the report provides a clear snapshot of revenue trends, profitability, investment priorities, new business activity and the strategic capabilities shaping growth in 2026.
Key findings:
- Rising agency confidence, with 68% of agencies expecting revenue growth in 2026, up from 56% reporting growth in 2025, and nearly one in five forecasting growth above 20%
- Strong profitability outlook, with one-third of agencies reporting profit margins of 31–40% in 2025, 18% achieving margins above 40%, and around 70% expecting further margin growth in 2026
- Ongoing cost pressure, as nearly half of agencies reported an increase in compensation-to-revenue ratios in 2025, signalling staff costs continuing to outpace revenue growth for many
- Creativity and innovation confirmed as the leading growth driver, rated as critical by 81% of respondents, followed closely by strategic advisory (80%) and IP, POV and purpose (79%)
- Accelerating AI investment, with agencies planning significantly higher spend in 2026 – particularly in the $250k–$500k range – marking a shift from experimentation to scaled adoption
- Sustained intensity in new business, with most agencies completing 10–50 pitches in 2025 and three in five expecting pitch volumes to increase further in 2026
- From the brand side, a clear move towards a hybrid operating model, with almost three in five in-house leaders expecting agency spend to remain stable or increase in 2026, while 51% plan to expand the size and scope of internal teams.
- Creativity, AI adoption and influencer marketing cited as the biggest current challenges for in-house teams
- Social media engagement (46%), Influencer marketing (42%) and Public relations (37%) are the top three areas where in-house respondents intend to run a pitch for a new agency in 2026
The Path Ahead
While financial performance is broadly positive, the report identifies clear strategic imperatives for agencies in 2026:
- Build a distinctive value proposition
As downstream services commoditise, agencies must articulate clear IP, POV and purpose, amplified by visible thought leadership.
- Fuse advisory with standout creativity
AI-driven execution alone will not differentiate agencies. The winners will combine strategic counsel with bold, culturally relevant creativity.
- Lead AI adoption strategically
AI must move beyond tools to platforms, products and advisory frameworks. Early movers in areas such as Generative Engine Optimisation (GEO) will gain first-mover advantage.
- Elevate insight and measurement
Outcome-led evaluation frameworks and ROI clarity are becoming central to trust and long-term client partnerships.
- Rethink integration through partnerships
For independent agencies, smart alliances and affiliate models offer a cost-efficient route to compete on complex briefs without diluting culture.
Why It Matters
The Growth Pulse Report confirms that the MENA communications market is maturing. Growth is available – but it is increasingly selective.
Commercial success in 2026 will depend on:
- Strong profit discipline
- Productised offers
- AI-enabled advisory capability
- Data-informed strategy
- Distinct creative thinking
Growth is no longer about scale alone. It is about clarity, capability and competitive sharpness.
Be Part of the Benchmark
The PRCA MENA Growth Pulse Report 2026 provides agency leaders and in-house decision-makers with an evidence-based benchmark to inform investment, positioning and strategic focus for the year ahead.
Developed in partnership with Sprint Partners and YouGov, the report sets a new standard for commercial transparency and growth planning across the region.
Read the full report to explore detailed benchmarks, Growth Accelerator analysis and strategic recommendations for 2026.
