Agency Compensation Increasingly Fee-Based

Agencies are increasingly being compensated on a fee rather than commission basis, a shift that first took place in the mid-90s and appears to show no signs of slowing, according to final study results released by the Association of National Advertisers (ANA). The 98 client-side marketers responding to the survey, who represented more than 1,000 agency agreements, indicated that fee-based agreements dominate (81%) in comparison with commission-based (5%) and other (14%) methods. (more…)