ISBA and partners RightSpend have conducted an Agency Management and Remuneration Survey for the marketing procurement community, specifically looking at the themes of Generative AI, MarTech, Influencer Marketing and Performance Related Fees.
The results of the The Future of Agency Remuneration Report 2024 reflect the changing landscape and the fact that companies are still recovering from ongoing challenges while approaching the future with cautious positivity.
The survey took both a quantitative and qualitative approach to gain valuable insights into current practices, challenges and trends within the Marketing Procurement landscape and covers a range of topics that look to the future of agency remuneration and the issues that Marketing Procurement is facing.
Some of the key highlights include:
- 48% of respondents feel they get value for money from their agencies.
- Only 27% said Payment by Results has changed agency performance for the better.
- 52% have visibility into which technology agencies are charging for.
- 75% have low confidence in assessing value & ROI from their influencer spend.
- 8% have amended agency contracts to include terms for the use of AI, with a further 42% in progress.
Throughout 2025 we’ll be hosting workshops for members to discuss approaches to these topics and set the community’s ambition for the future of agency remuneration.
If you have any questions about the study or would like to chat further, contact NickL@isba.org.uk.