AANA to survey agency remuneration practices in consultation with Trinity P3’s Darren Woolley
As a part of a global initiative, AANA will undertake the first major survey of Australian industry standards around agency remuneration.
The survey will delve into all facets of agency remuneration, including:
– the most common methods by which different agencies are remunerated ;
– the main basis for agency incentive remuneration programs and their effectiveness ;
– how often agency remuneration negotiations typically occur;
– the contributing factors for any significant changes in agency remuneration agreements.
The survey will be conducted on behalf of AANA by Newspoll, one of Australia’s leading market research companies, with technical support from agency remuneration expert Darren Woolley (above) of Trinity P3.
Says AANA CEO Scott McClellan:“When it comes to remunerating agencies, advertisers can choose from a variety of compensation models from commissions to fixed retainers to labour-based and value-based fees, or a combination of options. The increasing fragmentation of the media landscape has also given rise to specialist agencies (creative, media, digital, experiential) which adds further complexity to the remuneration process.”
“A remuneration survey has been done by the U.S. Association of National Advertisers for about 15 years, and we have modelled our questionnaire on theirs so that results can be compared. We will also feed our results into an international study being done by the World Federation of Advertisers. This will give us global comparisons.”
Participating advertisers will get a free copy of the aggregated results, so they can benchmark their practices both locally and internationally. Companies will provide their data anonymously through a secure web portal so that individual company data is invisible.