Agency Rate Benchmark Survey 2017

As the voice of British Advertisers, ISBA is committed to providing data to help members get the best value from their agencies.

As such, the latest data in our series of Agency Fee Benchmarking Surveys is now available. Compiled from aggregated data collected confidentially from ISBA members, the results should equip you with 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 and Media, thus enabling you to compare your own terms. 

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 October 2016 and the analysis covers over 200 agency agreements. 

Conducted over a four-month period, the survey is our most robust pool of benchmarking rates to date and includes:

• Data from 42 brands on over 160 agency agreements
• Comparable charge-out rates across ATL, BTL, Digital, Integrated, PR, Social and Media Agency Services

All responses were treated in the strictest confidence and participants in the research each received personalised reports. 

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