Highlights: 2017 Trends in Agency Compensation



Highlights: 2017 Trends in Agency Compensation

May 22, 2017

This is a highlight of the ANA’s Trends in Agency Compensation research, prepared exclusively for #ANAAFM attendees. ANA members can also click here to access the complete research report.

The latest ANA Agency Compensation research finds that the use of labor-based fees has decreased for the first time since 2006. The use of performance incentives has decreased as well, reversing an upward trend dating to 1991. Interviews that complemented the research revealed that some marketers feel that incentives are not working, and that their use can strain the agency relationship. Even those who continue to use them struggle with the complexity of structuring a proper incentive plan. Brands are using more traditional (non-incentive-based) commissions to simplify their agency compensation practices in an increasingly complex digital marketing landscape.

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“Highlights: 2017 Trends in Agency Compensation.” ANA, 2017.