New Research Coming
September 2026

How Brands Define, Scope and Reward Agency Work is new research from the World Federation of Advertisers, developed in partnership with Agency Mania Solutions. Publishing in late September 2026, the report widens the lens beyond agency remuneration to explore the full commercial cycle — from briefing and scoping, through ways of working and performance, to value, remuneration and payment. It reveals what actually drives strong agency performance, and where the client-agency relationship is evolving fastest.

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Key Findings

  • Financial incentives rank last among the top contributors to agency performance — just 3.9 out of 5.
 
  • 36% say agency relationship management has gotten harder — three times more than the 12% who say it’s gotten easier.
 
  • 89% of brands feel they get value for money from agencies, but only 45% feel they have real transparency into costs.
 
  • Labour-based pay has fallen from 54% to 17% since 2011, as fixed-fee and performance-based models continue to rise.
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