4A's Surveys and Reports

The 4A’s conducts a number of surveys year-round and compiles the data into reports for members to access and use.  See our surveys and reports below.

The 4A’s strives to support your business and operational requirements, and to identify opportunities to reinforce the dynamics of a strong agency/marketer relationship. One way we deliver this is through the creation, design, and development of benchmarking studies to provide invaluable insight and data.

In 2020, we’ve incorporated your feedback to identify eighteen surveys across multiple areas. A complete list of our 2020 Surveys is provided below. As always, we cannot deliver this extensive list of surveys without your partnership and individual participation. We are also addressing an opportunity to change the way we disseminate and provide access to the survey data. Based on your feedback, we’re also creating a more dynamic, user-friendly format, allowing for easier use of the data.

Thank you for your continued support and participation in sharing data to ensure the surveys are substantive, informative, and, most importantly, timely.

Surveys and Member Information Exchanges (MIEs)

Major-Market Surveys

Name: Practice Area: Month (2020): Completion Status:
Employee Benefits Overview Human Resources March Completed
 Analysis of Agency Costs  Finance  June  Completed
 Employee Compensation (Salary)  Human Resources  November  Completed
 Management Benchmarks  Finance  December  In-Market


Major-Market Surveys (New for 2020)

Name: Practice Area: Month (2020): Completion Status:
Diversity Survey Human Resources September Completed
 Return to Office  Agency Mgt.  September  Completed
 Agency Growth Agency Mgt.  September  Completed
 Organizational Design  Agency Mgt.  October  In-Market


Member Information Exchanges (MIEs)*

Name: Practice Area: Month (2020): Completion Status:
 Outsourced Services Agency Mgt.  January  Completed
Project Management Software Platforms/Tools  Project Management  March  Completed
MSA/Annual SOWs – Carryover Billing Practices  Finance  April  Completed
Coronavirus Business Impact  Agency Mgt.  May  Completed
Covid-19 Agency Practices  Human Resources  May  Completed
Internet Reimbursement  Finance  July  Completed
Agency Employee Morale  New Business  September  Completed
Project Management Breakout Topics  Project Management  October  Completed
Client Chargebacks: DAM Software  Finance  October  Completed

* MIEs are quick-turnaround surveys/polls that are typically initiated at the request of 4A’s members on topics of interest. Each MIE consists of a limited number of questions and are designed to provide a response to members within a 2-week period.

4A’s New Business Activity and Process Adherence Survey

The intent of the 4A’s New Business Activity & Process Adherence Survey was to gather information about: (1) levels of new business activity and (2) review process dynamics. Please contact Sal Conte at [email protected] for a copy of the survey.

New Business Surveys

4A’s/ANA Agency/Advertiser Value Survey In the late spring of 2007, the 4A’s and the Association of National Advertisers conducted parallel surveys designed to assess agency and client attitudes and activities in four areas: How agencies add value to the client’s business How advertisers add value to the agency/client relationship The degree of interest in value-based […]