Every two years we ask ISBA members how they pay their agencies and their view of the process. The answers tell us about fees, but they also reveal how much control brands have over one of their largest areas of spend.
The survey took both a quantitative and qualitative approach to gain valuable insights into current practices, challenges and trends within the Marketing Procurement landscape and covers a range of topics that look to the future of agency remuneration and the issues that Marketing Procurement is facing.
Some of the key highlights include:
- Visibility is still the missing piece, and AI is the biggest blind spot.
- Trust in agencies is up, but the evidence hasn’t caught up. Only
16% say Finance formally recognizes that value. - Hybrid looks to be where remuneration is heading.
- The biggest obstacles are internal. Operating models, measurement capability and alignment between departments are holding Marketing Procurement back.
- 77% are feeling some level of disruption.
- Measurement is the common thread.