ISBA and ID Comms have collaborated to develop this guidance, directly informed by a member workshop in March 2025 and a survey of ISBA constituents. Our analysis reveals a critical imperative for advertisers to establish robust performance targets for their media agencies. This report provides a pragmatic framework for achieving measurable outcomes, fostering internal
alignment and sustaining a trajectory of high performance.
The imperative for rigorous target setting arises from the increasing pressures on media agency leadership. Faced with the dual challenges of margin optimisation and resource allocation across demanding client portfolios, agencies require clear direction and incentivisation to prioritise your business effectively. Well-defined, rewarded targets ensure your account remains a strategic focus.