The document summarizes the results of a survey on global agency remuneration trends in 2014. It finds that 49% of agencies use a commission structure with a fixed rate, while 11% use performance-based fees or bonuses. Commission models are most common across agency types. Hard business metrics like sales and profit are the most frequent types of performance metrics used.

1. Global Agency Remuneration 2014
Remuneration models in use across all agency types
Source: WFA online survey: ‘Global Agency Remuneration Trends’; Base: 43. Date: Jan 2014
8%
1%
3%
24%
49%
4%
11%
Commission – fixed rate (fixed % of media billings)
Commission – sliding scale (% varies based on
media billings variation)
Commission – variable (% varies by media used)
Fixed or output-based fee (fixed for project/
period)
Labour-based fee (labour time calculated by the
hour/% of personnel time)
Value-based fee (based on value of agency service
provided - not time or cost based)
Performance-based fee/bonus (based on outputs
e.g sales/brand performance metrics)

2. Global Agency Remuneration
Remuneration models in use across different agency types
Source: WFA online survey: ‘Global Agency Remuneration Trends’; Base: 43. Date: Jan 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Performance-based
fee/bonus
Value-based fee
Labour-based fee
Fixed or output-
based fee
Commission –
variable
Commission – sliding
scale
Commission – fixed
rate

3. Global Agency Remuneration
Frequency of different types of performance metrics in use
HARD / BUSINESS METRICS
Source: WFA online survey: ‘Global Agency Remuneration Trends’; Base: 43. Date: Jan 2014

4. Global Agency Remuneration
Frequency of different types of performance metrics in use
MEDIUM / AD PERFORMANCE METRICS
Source: WFA online survey: ‘Global Agency Remuneration Trends’; Base: 43. Date: Jan 2014

5. Global Agency Remuneration
Frequency of different types of performance metrics in use
SOFT / AGENCY SERVICE METRICS
Source: WFA online survey: ‘Global Agency Remuneration Trends’; Base: 43. Date: Jan 2014