Forget the noise. Here’s what digital agency leaders should really be paying attention to.
Let’s be honest: the past two years have been a swirl of AI hot takes, chaotic pivots, and marketing playbooks that aged like milk. At AmpUp 2025, Nick Petroski of Promethean Research dropped a truth bomb that cut through the fluff—most agencies aren’t failing because they lack innovation. They’re struggling because they’re spread thin, distracted, and unsure where the real opportunities lie.
It’s not about keeping up with trends.
It’s about recalibrating your agency to meet the moment—strategically, operationally, and emotionally.
1. The Recession That Wasn’t (But Still Hurt)
Nick kicked things off with a subtle but sobering reminder: even without a technical recession, the past 18 months have felt like one for many agencies. Decision cycles are longer. Budgets are tighter. Buyers are skeptical.
“It’s not that demand disappeared,” he said. “It’s that the buying environment changed. Agencies that hadn’t adapted their positioning or clarified their value got stuck.”
Agencies that leaned on generalist retainers? Struggled.
Agencies that couldn’t articulate ROI in a fragmented buyer journey? Stalled.
Agencies that didn’t know their numbers? Toast.
Recalibration means stepping back from vanity metrics and founder vibes and doing a gut-check on your model. Who do you serve? Why are you still doing what you’re doing? What actually drives margin?
2. AI Fatigue Is Real (and Kind of a Gift)
Here’s where it got spicy. Nick called out the AI gold rush as a double-edged sword.
“We’re already seeing buyers push back. There’s a skepticism about AI being slapped onto services without a clear outcome,” he said.
Clients aren’t impressed by “AI-powered magic.” They want clarity: does this make your agency faster, more insightful, more effective?
So, yeah—maybe your Q1 deck had too many lightning bolts and not enough actual insight.
The opportunity? Agencies that integrate AI thoughtfully (not performatively) will win. Use it to improve ops. Use it to sharpen strategy. Use it to serve better.
3. Operational Discipline Is the New Black
Remember when being a “creative agency” was enough? Yeah, that era is over.
Nick pointed out that agency health today is less about your logo and more about your spreadsheets.
“Cash flow clarity, project pacing, client utilization—that’s what creates stability. Not another rebrand.”
Agencies that will grow in 2025 are boring in the best ways:
- They know their numbers.
- They have clear swim lanes for delivery.
- They don’t chase work that doesn’t fit.
One of his most resonant points: “If you have 14 services, you probably have four that are profitable, six that confuse your clients, and four that your team secretly resents.”
Cue uncomfortable laughter.
4. Strategy Is In, Stunts Are Out
For a hot minute, every agency tried to be a “full-stack growth partner”. But what Nick sees in the data is a return to precision over volume.
“Buyers are pulling back from stacked, bloated retainers. They want a sharp, strategic partner who knows exactly how to solve their problem.”
This is great news if you’re an expert. If you’re disciplined. If you’ve been quietly getting incredible results in a niche market while others chased TikTok virality.
And let’s be real: most clients don’t want a 15-channel strategy. They want leads, loyalty, and proof you’ve done this before.
5. Reputation is Currency (And It’s Compound Interest)
At GatherUp, this part hit home. Nick talked about how online reputation is no longer a “nice to have.”
“What used to be a digital signal is now a dealbreaker. Agencies who help clients manage and leverage reputation are playing a very smart long game.”
He’s not wrong. Reviews and reputation don’t just help with SEO. They drive conversions, reduce friction in the sales process, and insulate brands from churn. And if you’re not offering this as a strategic service? Someone else is.
It’s also a huge differentiator for agencies themselves. The best agencies in Nick’s dataset? They don’t just market for others. They take care of their own brand like it matters. Because it does.
6. What You Should Do Right Now
Nick closed with a handful of practical questions every agency should be asking:
- What are we offering that no one else can?
- Where are we over-investing without return?
- What makes our ops sustainable and repeatable?
- How do we prove value when attribution is murky?
- What does a healthy client look like before we sign them?
No silver bullets. No hype.
Just the hard questions that force clarity—the kind that moves you forward.
TL;DR
- The economy didn’t crash. But buyer behavior did shift.
- AI isn’t magic. Use it to deepen your value, not hide behind it.
- Agencies with strong ops and tight positioning will thrive.
- Stunts are out. Precision and proof are in.
- Reputation matters more than ever.
Want More?
You can watch Nick’s full AmpUp session on demand.
It’s a firehose of insight in the best way—clear-eyed, smart, and refreshingly no-BS.
