Agency Fee Benchmarking

From tailored advice on agency fee proposals, comprehensive benchmarking pools on agency charge-out rates to empirical research on how and what advertisers are paying their agencies - there is something to help any advertisers wanting to evaluate the value of their own agency fees. Contact a member of the team to discuss your needs.

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Self-help resources for you

We have many documents which you can use to help evaluate/analyse/provide direction on your own situation:
 

Paying for Advertising VI

New reports from the 16th year of this tracking study on how and what advertisers pay their creative and media
agencies, two reports, Creative and Media. Email Grazina for a copy (which is available as part of your membership subscription, or can be purchased by non-members for £200).

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Payment by Results II - this report provides empirical information on PBR mechanisms and what it takes to create a win win result in creative and media agency remuneration agreements - a paid for report with special rates for ISBA members Payment by Results 2 - order form (April 2009)

PBR Guidance note - good direction on where to start when designing a PBR mechanism. Plus new 2012 up-dated version on the structure required to create win win payment by results schemes (both member request only)Agency charge out rate benchmark pools - we have built detailed benchmark pools of agency charge out rates (within the bounds of Competition Law) , the pools are built on a put in to get out basis and are available for the following areas:  Creative agency , BTL,  PR and Digital - the rates are structured in ranges, modes, mean and average and provide an excellent platform for comparing and contrasting agency fee proposals. Contact the team for further information. (members only)

Agency Remuneration Best Practice Guide Best Practice Toolkit - Agency Remuneration

On-line media planning and buying agency rates research - a pool of data to help advertisers benchmark media agency fees for on-line media activities.

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Getting good value from agency fees?


One of the most frequently asked questions by ISBA members is 'how do we know we are getting good value from our agency fees? - Consequently we have built a suite of information specifically designed to provide advertisers with benchmarks against which they can compare and contrast their own arrangements. 

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Our tailored service
 

If you would like an independent and confidential view of your agency fee proposal get in touch with us and we will produce an analysis for you to use as you wish.  We advise on more than 60 fee proposals each year so we have a wealth of knowledge to apply. If you would just like to 'talk remuneration' we are always open to a confidential chat to share our knowledge of the marketplace.

Agency rate benchmark survey 2014


The latest set of ISBA agency rate pool benchmark data is developed from information collected confidentially from ISBA members. The information is intended to give a broad indication of what total charge-out rates clients are paying for a range of agency personnel and covers ATL, BTL, Digital, PR, Integrated, Social, Offline and Online Media. The data details the lowest and highest rates ranges indicated through our research; an average; the mode; the median and the number of samples.

This study was conducted between July and September 2014 and the analysis covers over 200 agency agreements. The agency rate benchmark analysis is now available. We will be continually looking to improve and extend this information, and anyone requesting the data who has not inputted to the 2014 survey, will be required to complete the survey before being given access to the results. 

It is important to note that these are not ‘ISBA recommended rates’ but purely an indication of what is happening in the market.

If you are an ISBA member and would like to get access to the generic analysis then please get in touch with Bex Baldwin