The 4A’s and the Association of National Advertisers (ANA) have jointly crafted a toolkit offering insights on compensation models for the marketing industry. This executive-level guide explores alternative compensation models that focus on better outcomes for both brands and their agencies.
The toolkit outlines commonly used compensation models, provides foundational knowledge, definitions, best practices, and an analysis of pros and cons for each model. It also offers a framework enabling both agencies and advertisers to determine the right model for their engagement and strategies for successful transition or implementation.
Evaluation Framework – Evaluation Worksheet
2024 Compensation Methodologies Survey
To support the toolkit, we conducted a survey of 4A’s members to gather insights into compensation systems in practice, delivering valuable data and trends analysis to inform industry stakeholders.
Related Resources
Report, Survey
2025 Financial & Operational Benchmark Survey Report
The dashboard presents data collected from 117 agencies, with 85% identifying as full-service. Ownership structures among participants comprised 80% independently owned agencies and 20% affiliated with holding companies or private equity.
Guidance
what the finance?
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