- An agency in 2020 will need to be flexible, adaptable, and able to deliver strategic capabilities and consistency. It will have to determine what capabilities to own and what to outsource or partner for. - Technology platforms continue to change rapidly, proliferating models. Agencies must identify cultural forces and leverage them unexpectedly to further client relationships. - The future remains uncertain but agencies that understand customer insights and changing technologies will be well-positioned to create value for clients in 2020 and beyond.