MediaBuyerPlanner: Nearly half of marketers are likely to switch compensation methods for their agencies in the coming year, according to a new study from the Association of National Advertisers.
Forty-six percent of marketers are very or somewhat likely to switch their method of compensation to agencies next year, with 53 percent citing improving agency performance as the reason for the switch, writes BtoB. Cutting costs was the second-most popular reason cited, by 47 percent, followed by simplifying administration, at 43 percent (respondents could choose more than one response).
The study, based on the answers of 98 marketers via an online survey conducted between December and July, also found that only 25 percent of marketers are “very satisfied” with their current agency compensation approach; 62 percent are “somewhat satisfied,” 12 percent are “not very satisfied” and 1 percent were “not at all satisfied.”
Related stories:
- Agencies: Clients Can’t Brief Well, Don’t Compensate Enough
- Media Buyers, Planners Unsatisfied with Salaries
- Survey: Salary Satisfaction Rising for Buyers, Planners
- Marketing Compensation Survey Results Released
