It Was Never Just About The Fee
New WFA research widens the lens from how agencies are paid to the full commercial cycle. The results, contrary to popular belief, find that the
New WFA research widens the lens from how agencies are paid to the full commercial cycle. The results, contrary to popular belief, find that the
From labor to output: the profound changes reshaping agency compensation—and the actions brands must take now to pay for what agencies deliver, not for how
Agency reviews rarely come out of nowhere. Learn how to use performance evaluations to catch warning signs before a costly review.
What marketing procurement leaders asked in recent years—and why the powerful answers changed everything The advertising industry crossed a line—and there is no going back.
A candid look at the choices, challenges, and convictions that define modern marketing leadership in a new partnership era In today’s hyperconnected business world, every
The rules of engagement are being rewritten, and transforming what partnership truly means. Advertising is evolving at an unprecedented pace, perhaps faster than any other
From cost control to clarity, alignment to stronger partnerships In recent years, brand advertisers have doubled down on building strong benchmarking capabilities, often in close
As artificial intelligence reshapes agency operations and increases productivity, advertisers must rethink compensation models and ensure they’re paying for true value—not just output. Every
Harnessing Agency Partnerships to Drive Growth in Turbulent Times: How Brand Advertisers Can Flip Uncertainty into Opportunity “Forward-Looking Statements and Economic Risk Disclaimer: This
Innovation is the lifeblood of the modern knowledge economy, fueling growth and shaping industries… The World Economic Forum highlights that innovation-driven productivity accounts for
Industry leaders prepare for a transformative year of client and agency partnerships Leaders in marketing procurement gather every year at events to anticipate, explore,
How Brand Advertisers Can Foster Collaboration, Enhance Communication, and Drive Collective Success! The largest brands in the world rely on a web of agencies