Trends in agency compensation

Triennially for the past 48 years, the ANA has fielded a comprehensive agency compensation trend survey among client-side marketers. The 16th edition of the survey, conducted online in the first quarter of 2013, included questions on methods of compensation, the use of performance incentives, and the management of agency compensation. Ninety-eight ANA member companies, representing compensation agreements for 1,011 client-agency relationships, responded to the survey.

Use of performance incentives

Compensation method by agency service

Fees are the dominant method of compensation, regardless of the specific agency type or service.

Compensation method by size of advertiser