$137.8B U.S. ad spend for top 200 advertisers
The 14th triennial “Trends in Agency Compensation” study was conducted for the ANA by agency consultant David Beals and was based on an online survey of 98 marketers conducted between December and July.
It found that 62% of respondents were “somewhat satisfied” with their current compensation model, 12% were “not very satisfied” and 1% were “not at all satisfied.”
The survey also found that 46% of marketers were very likely or somewhat likely to switch agency compensation methods in the next year.
Of those agencies contemplating a switch in their agency compensation method, the top reason cited was to improve agency performance (53%), followed by cutting costs (47%) and simplifying administration (43%). (Respondents could select more than one response.)