Research Reports

ISBA has been tracking the mechanics of client/agency relationships for the last 20 years working closely with academics to bring empirical evidence and clarity to the market on subjects from how advertisers pay their creative and media agencies to details of payment by results mechanisms.

For example, our most popular reports include:


Media2020: preparing for a very different media ecosystem

The research, a combination of in-depth interviews with 30 senior marketers and a survey completed by 200 senior decision-makers, seeks to address current concerns and provide marketers with reassurance and guidance on how to be successful in what will be a very different media environment.

  What will the media landscape of the future look like? How will agency models change and what effect will these changes have? How can we prepare for future changes?

These are just some of the many, many questions advertisers have been asking us and media advisory firm, MediaSense, in relation to our rapidly evolving media marketplace. Both the level of concern amongst our members and the pace at which media is currently and continues to change, led to the launch of our landmark visioning research study, Media2020. 

Download the full report here >


ISBA research study on Evaluating Creative Agency Performance
 Our new study reveals what ISBA members think about their creative agency’s  performance.  This comprehensive study, offering a 15 year perspective, will allow  advertisers to benchmark  how their own agency performance compares to the market.   

 Click here to view our press release for the Evaluating Creative Agency Survey, which  highlights some key trends.


 This document is FREE for our Members:


Click here to download Evaluating Creative Agencies - Full Report (Vol 1, 151 pages)

Click here to download Evaluating Creative Agencies - Executive Summary (23 pages)


For non-members, the report is £300.00 (Incl. VAT) - click here for the order form.

 Any questions regarding the report, please e-mail Grazina


 Structuring Marketing Communications Resources

 Revealing how 70 major blue-chip companies structure and resource their internal and external marcoms activities... and the relationships between company situation, resource strategy and success.

This report is the first of its kind providing empirical evidence and rare insight into how these major advertisers spend more than £3 billion on communications annually.

Do visit our dedicated site to learn more about our research and to see how we can help you improve your resource structure and strategy.