Industry Surveys and White Papers

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Meaty artisanal surveys. Comprehensive white papers. Sourced from every corner of the industry. Crafted by master researchers and management experts. With insights into everything from new business to benefits. Available 24/7.

All Surveys, Studies, Reports and White Papers

Agency Compensation: 4A’s Agency Compensation Transformation Doctrine-Strategic Pillars |

Seventeenth in a series of position papers addressing key industry issues, this white paper focuses on the issues agencies are facing in regards to intense client pressure on compensation.

ANA/4A’s Procurement Survey Final Report | “Procurement: The Good, the Bad and the Ugly”

In order to take the pulse of the industry on the current state of marketing procurement, the ANA, in partnership with the 4A’s, conducted a survey to measure practices and perceptions among professionals in three functional areas: procurement/sourcing, marketing/marketing services, and agencies. The survey was conducted online during March 2010 among a total sample of 225 respondents.

The 4A’s Compensation Dialogue Process |

The 4A’s outlines a logical, bi-partisan process for evolving dialogue between marketer and agency that can add credibility to compensation discussions, demystify compensation parameters and restore confidence in working relationships between marketers and their agencies.

4A’s MSA Guidance: Software and Software Tools – Ownership and Use Contracting Considerations When Creating Digital, Online and Mobile Content

Sixteenth in a series of position papers addressing key industry issues, this 4A’s position paper addresses the ownership of, and contracting considerations related to, software and software tools.

Terms and Conditions for Internet Advertising – Newly Released Version 3.0 |

These Standard Terms and Conditions for Internet Advertising for Media Buys One Year or Less, Version 3.0, are intended to offer media companies and advertising agencies a standard for conducting business in a manner acceptable to both. When incorporated into an IO, this document represents the parties’ common understanding for doing business.

4A’s Committee Advocates Agency New Business IP Protection

Members of the 4A’s new business committees encourage search consultants to specify that the rights to Intellectual Property (IP) created by agencies during the review process remain the property of the agency until the marketer either hires the agency to execute the work or the parties agree to a commercially equitable payment for the assignment […]

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 […]

P&G’s New Agency Compensation/Brand Agency Leader Model |

This webinar—outlining 4A’s tips, tools and tactics—was first presented by P&G in June 2009 and is an overview of the P&G BAL model.

Confidentiality of Marketing Services Information

This Confidentiality of Marketing Services Information position paper addresses the confidentiality of media and marketing services information.