New Research Out Now
“How Brands Define, Scope and Reward Agency Work” is new research from the World Federation of Advertisers, developed in partnership with Agency Mania Solutions.
Published 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.
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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.
Key Findings
- Financial incentives rank last among the top contributors to agency performance — just 3.9 out of 5.
- 38% say agency relationship management has gotten harder — three times more than the 10% who say it’s gotten much easier.
- 89% of brands feel they get value for money from agencies, but only 48% feel they have real transparency into costs.
- Labour-based pay has fallen from 54% to 19% since 2011, as fixed-fee and performance-based models continue to rise.
