Briefing an agency in 2026 is harder than it was in 2018. The landscape splits into specialists (Meta-only, SEO-only) and generalists (full-service). Both work — for very different problems. This guide helps you figure out which one you actually need.
When to hire a specialist
- Your funnel works except for one specific channel.
- You have an in-house team that can integrate the specialist's work.
- You're trying to validate one hypothesis fast.
When to hire a generalist
- You're launching a new brand or category.
- Your channels are siloed and you suspect they're not adding up.
- You want one P&L owner across brand, performance and lifecycle.
INSIGHT
Ask any agency you're evaluating: 'Show me a case study where you connected three of your services into one growth outcome.' If they can't, they're a vendor stack, not a partner.
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