WFA: Marketers Have Effectively Ditched Labor-Based Agency Comp

"Clients ultimately care about the quality, impact and performance of the work - not how many people or hours were required to produce it," says the World Federation of Advertisers' Laura Forcetti. "The growth of hybrid approaches also shows that no single model suits every discipline or assignment. The future of agency compensation is not paying for effort, it is rewarding valuable work, delivered effectively."

Last updated Sep 24, 2026 by ATDb automated enrichment