What the Next Generation of Agencies Must Look Like 

So much has changed in marketing and PR since I began my career at Marino more than fifteen years ago. Information moves faster, brands are building trust in new ways, the number of platforms and vehicles used to communicate a message and reach new audiences has expanded dramatically, and client expectations have evolved along with it. 

We’ll always lean heavily on strong media relationships and creative ideas, but increasingly, what matters most to our clients is the ability to operate as a fully integrated partner. We’re focused on developing strategies that identify which elements of the marketing ecosystem will drive results in a given moment, connecting those pieces effectively, and then using insights and data to measure impact. 

As I step into my new role as Chief Operating Officer and Managing Director, I’ve been reflecting on the opportunity ahead and on how great work actually happens inside an agency. 

Here are a few principles our leadership is prioritizing as we continue building Marino. 

The Modern Agency Must Be Fully Integrated 

The traditional agency model was historically built around specialization with PR, creative, digital, advertising and business intelligence operating in separate silos. Clients would hire an agency for a specific service, a dedicated team would execute that work and the relationship largely lived within that lane. 

As we’ve all seen, this model has changed significantly. Brands increasingly want partners that can support the full spectrum of marketing and communications. It’s one of the reasons we’re seeing so much consolidation and M&A across the industry. Agencies that historically focused on earned media now recognize that clients also need expertise in owned and paid channels, and they’re expanding capabilities whether through acquisition or by building new teams internally. 

Marketing leaders today are looking for agencies that can seamlessly plug into their broader communications ecosystem, identify where they can add the most value, and develop cohesive, insight-driven programs that generate meaningful visibility and measurable growth. 

At Marino, we’re building our teams around operational integration. That means bringing together strategists who understand how different communications channels work together and identifying the right combination of tactics to deliver the strongest results for our clients. 

Client Experience Is the New Competitive Advantage 

Client experience has always been a priority for Marino. It’s one of the reasons we maintain a client retention rate of more than 90% year after year. We believe in transparency, ensuring senior leadership remains closely involved and taking the time to understand our clients’ businesses as deeply as they do. 

As agencies expand their capabilities and compete more aggressively on ideas, one factor will increasingly separate the leaders from the rest: the quality and consistency of the client experience. 

Creative thinking and strong ideas should always be a given. But clients should also expect responsiveness, strategic guidance, and a relationship that feels like a true partnership. That requires clear systems, strong communication and teams that work seamlessly together. 

It may not be the most visible part of agency work, but operational discipline and a culture of collaboration are what allow great ideas to translate into consistent results. It has been a defining part of how Marino operates for more than 30 years and it will remain central to how we grow in the decades ahead. 

Talent and Culture Drive Everything 

One of the greatest privileges of spending more than a decade at one agency is seeing how much talent and culture shape success. The people behind the work (the strategists, storytellers, analysts, creatives and relationship-builders) ultimately determine the caliber of the agency. 

As the communications landscape evolves, the skill sets required to succeed are evolving with it. Today’s agencies need integrated strategists: professionals who understand how earned, owned and paid media intersect, who can think across platforms, and who can connect creative ideas with business objectives. 

At Marino, we are focused on developing those multidimensional skill sets within our existing team while also seeking out talent that brings that kind of versatility to the table as we continue to grow. Mentorship, cross-team collaboration and hands-on learning remain central to how we develop the next generation of leaders inside the agency. 

At the same time, the tools available to communicators are advancing rapidly. From AI-driven research and insights to platforms that improve workflow, content development and data analysis, staying current with new technologies is essential. We are committed to ensuring our teams understand how to use these tools thoughtfully in a way that doesn’t replace strategic thinking, but enhances efficiency, deepens insights and allows our employees to focus more time on high-value creative and strategic work. 

Equally important is staying on top of the trends shaping our industry and our clients’ businesses. The media landscape, digital platforms and audience behaviors are constantly shifting and agencies have a responsibility to anticipate those changes and guide clients through them. 

Ultimately, building a strong agency means building a team that is curious, adaptable and continually learning. When you combine talented people with the right tools, training and culture, you create an environment where great ideas can flourish and clients receive better outcomes. 

Building the Next Chapter 

Agencies all across the country are in their rapid growth era. We’re seeing firms acquiring and being acquired in this race to build organizations that can offer every service under one roof to meet the expanding needs of clients. 

At Marino, we are certainly building for the future, but as we grow, we’re determined to preserve the entrepreneurial energy that has always defined the agency. Being one of the few remaining privately held midsized to large agencies in our space gives us the flexibility to grow thoughtfully, invest in the areas that matter most to our clients and our team, and make decisions with a long-term perspective. 

Over the years, we’ve expanded our team, our client base and the industries we serve. Yet we continue to take pride in being nimble, collaborative and solutions-oriented. No matter how much we grow, maintaining that scrappy mindset and willingness to roll up our sleeves will always be part of our DNA. 

Having spent my entire career growing within this agency, I care deeply about how we build the future of Marino not just as a business, but as a place where talented people can develop meaningful careers and where clients feel they have a true strategic partner. 

There is tremendous opportunity ahead as communications and marketing continue to evolve. My focus is on strengthening the operational systems that will support our growth, continuing to elevate our standards for client experience, and ensuring that as we build the integrated agency of the future, we remain grounded in the strategy, creativity and results our clients rely on. 

That is the future we are building toward.