Understanding the future of media agency models
Joint WFA & MediaSense Research

Background

This short survey is part of a joint study between the WFA & MediaSense into the future of media agency models. It follows a period of tremendous disruption in the agency ecosystem, as agencies continually evolve their operating models to meet the changing needs of their clients. With advertisers now seeking greater speed, agility, talent and integration, what are the trends? Which models will become most effective in the future?

Work plan

The purpose of this survey will be to give advertisers a clearer view on what the current and future trends are with regards to agency models and what models will become most effective in the future. Both WFA and MediaSense will be sending out this survey to their respective members/clients and will jointly manage the process, as independent third parties, and produce a report together off the back of the results.

As with all our surveys, we propose the following work plan:
i) There will be a significant number of participants, and at least five (5) member companies, contributing data for each category of information collected;
ii) All respondents will remain anonymous;
iii) Participation in the exercise will be structured in such a way that information does not flow between the participants, but only to, or from, the independent third party (WFA or MediaSense);
iv) Direct contact between the participants in the survey is not permitted.
v) The results will be sufficiently aggregated and anonymised such that it will not allow participants to identify the information of any individual member; and
vi) Participation in the survey exercise is voluntary.

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* 1. Please share your details for WFA’s internal purposes

Name

Company

Industry Sector

Email address (if you would like to receive a copy of the report)

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* 2. Please specify which of the following region(s) you are responsible for (please select all that apply):

Global remit

Asia-Pacific

Africa

Europe & Middle East

North America

Latin America

None of the above

Now

This first section is designed to understand the different models that are deployed today, and how this has changed over the last 2 years.

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* 3. Which of the following agency archetypes make up your current media agency model? (Select one/all that apply)

Bespoke Holding Company unit e.g. Rufus (Amazon), Open X (Coca-Cola), P&G One

Single Established Holding Company or agency network (e.g. WPP, Omnicom, Havas, IPG, Dentsu, Publicis)

Single ‘Challenger’ Holding Company or agency network (e.g Stagwell, S4, Brandtech)

Single ‘Specialist’ agency network (e.g. Jellyfish, Brainlabs, Croud, Vayner, PMG)

Distributed model with 2 or more Holding Company or agency networks

Distributed model with 2 or more Established & Challenger Holding Companies/agency networks

Multiple agencies across all 3 archetypes

In-house teams (responsible for less than 25% paid media)

In-house teams (responsible for more than 25% paid media)

Other (please specify)

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* 4. How has this changed (for paid media) in the last 2 years?

Greater consolidation (i.e. into fewer partners)

Greater flexibility (i.e. between multiple partners)

Greater specialisation (i.e. use of specialist partners)

Greater internalisation (i.e. in-housing)

No change

Other (please specify)

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* 5. How does your current agency model for media align to your creative requirements?

Consistent agency network or holding company for all creative requirements

Consistent agency network or holding company for partial creative requirements

Complete independence from media network or holding company

Other (please specify)

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* 6. How has this changed in last 2 years?

Greater consolidation of media & creative

Greater flexibility (more partners / optionality)

More of creative moving in-house

No change

Other (please specify)

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* 7. Where specialist agencies are used, which services do they fulfill? (Please tick all those which apply)

Not applicable

Communications/connections/audience planning

Traditional Media buying

Programmatic

Social

Ecommerce & retail media

Content

Data & analytics

Reseller services (i.e. for adtech)

In-house support

Other (please specify)

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* 8. Where in-house teams are in place, which services do they fulfill? (Please tick those which apply)

Not applicable

Analytics & Insight

e-Commerce

Comms/connections/audience planning

Traditional Paid media

Performance/Biddable media

Social media (community management/publishing)

Influencer marketing

Content development

Creative ideation

Other (please specify)

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* 9. How are your media agency services currently delivered? (Please tick those which apply)

Locally driven model (all services delivered at the local market level)

Hub based model (centralised at a region or cluster level, often supported by a global hub)

Fully centralised (all services delivered via a single hub)

Co-located (agencies co-located at the client’s premises)

Nearshore/Offshore (certain agency deliverables delivered via near/offshore teams)

Other (please specify)

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* 10. How has this changed in last 2 years?

More centralisation

More localisation

More near/off shore

No change

Other (please specify)

Next

This next section is focused on understanding whether the current model is fit for the near future, and to unpack some of the drivers which may contribute to the need for a change.

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* 11. How fit-for-future-purpose is your current media agency model?

Aligns well to my future requirements

Correct model (for future), but room for improvement

Model unfit for future purpose

Comments

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* 12. How fit-for-future-purpose is your current remuneration model (for media)?

Aligns well to my future requirements

Correct model (for future), but room for improvement

Model unfit for future purpose

Comments

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* 13. How are you looking to evolve your current media agency model? (Select one/all that apply)

Greater simplification (fewer partners, better integrated)

Greater optionality (multiple partners, deeper expertise)

Greater flexibility in service model (centralisation/hubs, near/offshore)

Greater consolidation of media (i.e. into a single partner)

Greater consolidation of media, creative, data & technology disciplines (into a single partner)

Not looking to change current model

Other (please specify)

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* 14. As you reflect on your CURRENT media agency model, how would you assess your satisfaction with the following?

	Very unsatisfied	Unsatisfied	Neutral	Very satisfied	Extremely satisfied	Would prefer not to answer
Alignment to internal model	Alignment to internal model Very unsatisfied	Alignment to internal model Unsatisfied	Alignment to internal model Neutral	Alignment to internal model Very satisfied	Alignment to internal model Extremely satisfied	Alignment to internal model Would prefer not to answer
Access to talent	Access to talent Very unsatisfied	Access to talent Unsatisfied	Access to talent Neutral	Access to talent Very satisfied	Access to talent Extremely satisfied	Access to talent Would prefer not to answer
Diversity of teams	Diversity of teams Very unsatisfied	Diversity of teams Unsatisfied	Diversity of teams Neutral	Diversity of teams Very satisfied	Diversity of teams Extremely satisfied	Diversity of teams Would prefer not to answer
Environmental sustainability	Environmental sustainability Very unsatisfied	Environmental sustainability Unsatisfied	Environmental sustainability Neutral	Environmental sustainability Very satisfied	Environmental sustainability Extremely satisfied	Environmental sustainability Would prefer not to answer
Integration of media	Integration of media Very unsatisfied	Integration of media Unsatisfied	Integration of media Neutral	Integration of media Very satisfied	Integration of media Extremely satisfied	Integration of media Would prefer not to answer
Integration of media, creative, data & technology	Integration of media, creative, data & technology Very unsatisfied	Integration of media, creative, data & technology Unsatisfied	Integration of media, creative, data & technology Neutral	Integration of media, creative, data & technology Very satisfied	Integration of media, creative, data & technology Extremely satisfied	Integration of media, creative, data & technology Would prefer not to answer
Speed/agility	Speed/agility Very unsatisfied	Speed/agility Unsatisfied	Speed/agility Neutral	Speed/agility Very satisfied	Speed/agility Extremely satisfied	Speed/agility Would prefer not to answer
Automation	Automation Very unsatisfied	Automation Unsatisfied	Automation Neutral	Automation Very satisfied	Automation Extremely satisfied	Automation Would prefer not to answer
Flexibility of service & remuneration model	Flexibility of service & remuneration model Very unsatisfied	Flexibility of service & remuneration model Unsatisfied	Flexibility of service & remuneration model Neutral	Flexibility of service & remuneration model Very satisfied	Flexibility of service & remuneration model Extremely satisfied	Flexibility of service & remuneration model Would prefer not to answer
Compatibility with in-housing efforts	Compatibility with in-housing efforts Very unsatisfied	Compatibility with in-housing efforts Unsatisfied	Compatibility with in-housing efforts Neutral	Compatibility with in-housing efforts Very satisfied	Compatibility with in-housing efforts Extremely satisfied	Compatibility with in-housing efforts Would prefer not to answer

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* 15. As you now think about the media agency model for the future, how would you rate the importance of these elements?

	Not at all important	Low importance	Neutral	Important	High importance
Closer alignment to internal model	Closer alignment to internal model Not at all important	Closer alignment to internal model Low importance	Closer alignment to internal model Neutral	Closer alignment to internal model Important	Closer alignment to internal model High importance
Access to talent	Access to talent Not at all important	Access to talent Low importance	Access to talent Neutral	Access to talent Important	Access to talent High importance
Diversity of teams	Diversity of teams Not at all important	Diversity of teams Low importance	Diversity of teams Neutral	Diversity of teams Important	Diversity of teams High importance
Environmental sustainability	Environmental sustainability Not at all important	Environmental sustainability Low importance	Environmental sustainability Neutral	Environmental sustainability Important	Environmental sustainability High importance
Stronger integration of media	Stronger integration of media Not at all important	Stronger integration of media Low importance	Stronger integration of media Neutral	Stronger integration of media Important	Stronger integration of media High importance
Complete integration of media, creative, data & technology	Complete integration of media, creative, data & technology Not at all important	Complete integration of media, creative, data & technology Low importance	Complete integration of media, creative, data & technology Neutral	Complete integration of media, creative, data & technology Important	Complete integration of media, creative, data & technology High importance
Speed/agility	Speed/agility Not at all important	Speed/agility Low importance	Speed/agility Neutral	Speed/agility Important	Speed/agility High importance
Automation	Automation Not at all important	Automation Low importance	Automation Neutral	Automation Important	Automation High importance
Flexibility of service & remuneration model	Flexibility of service & remuneration model Not at all important	Flexibility of service & remuneration model Low importance	Flexibility of service & remuneration model Neutral	Flexibility of service & remuneration model Important	Flexibility of service & remuneration model High importance
Compatibility with in-housing efforts	Compatibility with in-housing efforts Not at all important	Compatibility with in-housing efforts Low importance	Compatibility with in-housing efforts Neutral	Compatibility with in-housing efforts Important	Compatibility with in-housing efforts High importance

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* 16. As you now think ahead to the next 3 years, to what extent do you agree/disagree with the following possible trends?

	Strongly disagree	Disagree	Neutral	Agree	Strongly agree
Most major advertisers will consolidate media, creative, data & technology under a single holding company	Most major advertisers will consolidate media, creative, data & technology under a single holding company Strongly disagree	Most major advertisers will consolidate media, creative, data & technology under a single holding company Disagree	Most major advertisers will consolidate media, creative, data & technology under a single holding company Neutral	Most major advertisers will consolidate media, creative, data & technology under a single holding company Agree	Most major advertisers will consolidate media, creative, data & technology under a single holding company Strongly agree
Continued growth and influence of global platforms and publishers will lead to greater centralisation of agency services with limited need for local execution	Continued growth and influence of global platforms and publishers will lead to greater centralisation of agency services with limited need for local execution Strongly disagree	Continued growth and influence of global platforms and publishers will lead to greater centralisation of agency services with limited need for local execution Disagree	Continued growth and influence of global platforms and publishers will lead to greater centralisation of agency services with limited need for local execution Neutral	Continued growth and influence of global platforms and publishers will lead to greater centralisation of agency services with limited need for local execution Agree	Continued growth and influence of global platforms and publishers will lead to greater centralisation of agency services with limited need for local execution Strongly agree
Demand for productivity and efficiencies of agencies services will force most agency services to near/offshore centres	Demand for productivity and efficiencies of agencies services will force most agency services to near/offshore centres Strongly disagree	Demand for productivity and efficiencies of agencies services will force most agency services to near/offshore centres Disagree	Demand for productivity and efficiencies of agencies services will force most agency services to near/offshore centres Neutral	Demand for productivity and efficiencies of agencies services will force most agency services to near/offshore centres Agree	Demand for productivity and efficiencies of agencies services will force most agency services to near/offshore centres Strongly agree
Growth of emerging channels, alongside the importance of talent will cement the need for independent, specialist agencies	Growth of emerging channels, alongside the importance of talent will cement the need for independent, specialist agencies Strongly disagree	Growth of emerging channels, alongside the importance of talent will cement the need for independent, specialist agencies Disagree	Growth of emerging channels, alongside the importance of talent will cement the need for independent, specialist agencies Neutral	Growth of emerging channels, alongside the importance of talent will cement the need for independent, specialist agencies Agree	Growth of emerging channels, alongside the importance of talent will cement the need for independent, specialist agencies Strongly agree
Increased automation and convergence will force a dramatic shift in agency remuneration with more services bought on an output or outcome basis	Increased automation and convergence will force a dramatic shift in agency remuneration with more services bought on an output or outcome basis Strongly disagree	Increased automation and convergence will force a dramatic shift in agency remuneration with more services bought on an output or outcome basis Disagree	Increased automation and convergence will force a dramatic shift in agency remuneration with more services bought on an output or outcome basis Neutral	Increased automation and convergence will force a dramatic shift in agency remuneration with more services bought on an output or outcome basis Agree	Increased automation and convergence will force a dramatic shift in agency remuneration with more services bought on an output or outcome basis Strongly agree

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* 17. And finally!

If you could transform one thing about your current agency model, what would it be?

If you had one recommendation for a newly formed agency, what would it be?

Thank you for your important contribution to this study!

Understanding the future of media agency modelsJoint WFA & MediaSense Research

Question Title

* 1. Please share your details for WFA’s internal purposes

Question Title

* 2. Please specify which of the following region(s) you are responsible for (please select all that apply):

Question Title

* 3. Which of the following agency archetypes make up your current media agency model? (Select one/all that apply)

Question Title

* 4. How has this changed (for paid media) in the last 2 years?

Question Title

* 5. How does your current agency model for media align to your creative requirements?

Question Title

* 6. How has this changed in last 2 years?

Question Title

* 7. Where specialist agencies are used, which services do they fulfill? (Please tick all those which apply)

Question Title

* 8. Where in-house teams are in place, which services do they fulfill? (Please tick those which apply)

Question Title

* 9. How are your media agency services currently delivered? (Please tick those which apply)

Question Title

* 10. How has this changed in last 2 years?

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* 11. How fit-for-future-purpose is your current media agency model?

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* 12. How fit-for-future-purpose is your current remuneration model (for media)?

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* 13. How are you looking to evolve your current media agency model? (Select one/all that apply)

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* 14. As you reflect on your CURRENT media agency model, how would you assess your satisfaction with the following?

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* 15. As you now think about the media agency model for the future, how would you rate the importance of these elements?

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* 16. As you now think ahead to the next 3 years, to what extent do you agree/disagree with the following possible trends?

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* 17. And finally!

Understanding the future of media agency models
Joint WFA & MediaSense Research