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.

To receive the executive summary to your inbox, please fill out the form. The full report is available to AMS clients and WFA members only.

If interested in the full report, please reach out to the WFA membership team. 

 

Brought to you by:

Request access to the report

To receive a summary in your inbox, please fill out the form below. The full report is available to AMS clients and WFA members only.

This field is for validation purposes and should be left unchanged.
Name
Would you like to receive our monthly email including our Industry Update report?

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.
Get in Touch