2012 Global Agency Compensation Survey R3:JLB May 9, 2012
Survey Method Online Survey fielded Feb, March 2012 Survey completed April 2012 71 ANA member responses, representing 60 different global companies
Respondent Marketing by Country UK China France Canada Germany Brazil Autralia Spain Mexico Italy India Argentina Japan Russia Singapore Netherlands Colombia Philippines S. Africa 51% 50% 49% 59% 55% 61% 61% 60% 69% 68% 66% 65% 74% 73% 71% 80% 79% 78% 84% Chile Malaysia Venezuela Turkey Peru UAE Ecuador Caribbean Israel Saudi Arabia Syria Morocco Nigeria Kuwait Algeria Libya Angola Iran Egypt Base: 80 48% 48% 46% 44% 41% 40% 39% 35% 35% 33% 31% 24% 24% 20% 18% 16% 15% 15% 14%
Survey Overview FORM vs. FUNCTION
Survey Overview FORM vs. FUNCTION Compensation Method Mostly similar to U.S. practices Compensation Management Diverse and Challenging
Creation and Management of Global Advertising Assignments 51% of respondents employ a combination of central, regional and local resources to manage their global advertising assignments. Combination (central, regional, local) 51% Don't know/ Not sure 4% Centrally 20% Regionally 11% Locally 14% Base: 71
Management of Global Agency Compensation Likewise, about half manage their global agency compensation through a use of central, regional and local resources. Combination (central, regional, local) Don't know/ Not sure 4% Centrally 24% 48% Regionally 9% Locally 15% Base: 71 Source: Global Agency Compensation Survey, ANA 2012
Negotiation of Global Agency Compensation Contracts Majority of respondents involve both Procurement and Marketing in global compensation negotiation - Particularly true of larger marketers Who negotiates global agency compensation, contract Procurement with support of marketing 47% Marketing with support of procurement 28% Marketing 10% Procurement 3% Other 8% Don t know, not sure 4% Base: 71
Negotiation of Global Agency Compensation Contracts Procurement w/support of marketing Marketing w/support of procurement Base: 71 Total Sample B-to-B Company Type B-to-C B-to-B & B-to-C Annual Revenue (US) < $10B > $10B Annual Ad Budget (US) < $100M > $100M 47% 39% 50% 63% 44% 58% 32% 67% 28% 39% 25% 25% 11% 32% 21% 23% Marketing 10% 15% 7% 0% 22% 0% 21% 0% Procurement 3% 0% 4% 6% 6% 3% 5% 3% Other 8% 8% 14% 6% 17% 7% 21% 7% Don t know/not sure 4% 0% 0% 0% 0% 0% 0% 0% Note: the subgroup average may not equal the total sample average because not all respondents shared their firmographic information.
Primary Method of Global Agency Compensation Fees are dominant form of global agency compensation, but significant use of both fees and commissions Method of global agency compensation Fees (fixed or labor-based) 57% Combination of fees, commissions 37% Value-based compensation 4% Sales commission 2% Media commission (fixed or sliding scale) 0% Base: 70
Primary Method of Global Agency Compensation Global use of both fees/commissions much higher than U.S. -- likely driven by markets like Brazil, Japan where commissions are still the dominant practice and by smaller spend markets where agency activity is more highly uncertain, variable Sales commission method used much less globally Method of global agency compensation Global Survey 2012 U.S. Survey 2010 Fees (fixed or labor-based) 57% 75% Combination of fees, commissions 37% 6% Value-based compensation 4% 0% Sales commission 2% 15% Media commission (fixed or sliding scale) 0% 3% Base: 70 Sources: ANA 2012, Global Agency Compensation Survey; ANA 2010 Trends in Agency Compensation Survey
Primary Method of Global Agency Compensation Base: 70 Total Sample B-to-B Company Type B-to-C B-to-B & B-to-C Annual Revenue (US) < $10B > $10B Annual Ad Budget (US) < $100M > $100M Fees (fixed or labor-based) 57% 77% 64% 38% 61% 58% 68% 57% Combination of fees & commissions Value-based 4% 0% 4% 13% 11% 3% 0% 7% Sales commission 2% 0% 4% 0% 0% 3% 0% 3% Media commission (fixed or sliding scale) 0% 0% 0% 0% 0% 0% 0% 0% 37% 23% 29% 50% 28% 36% 32% 33% Note: the subgroup average may not equal the total sample average because not all respondents shared their firmographic information.
Negotiation of Global Agency Fees 44% negotiate centrally, 51% locally or regionally Don't Know/ Not sure 5% Locally 30% Centrally 44% Regionally 21% Base: 66
Dealing with the Exceptions (e.g., Brazil or Japan) It is negotiated as local agreements between the client and agency 33% 27% It is negotiated with the agency as separate agreements to the global contract 18% 22% It is left to the agency to work out with its local offices Don t know/not sure Base: 67
Staff, Fee Detail Provided by Global Agency 88% Most respondents obtain detailed agency staff and cost information and it is mostly gathered from local level up 65% 60% 8% Base: 65 Hours or FTEs Labor & overhead cost Profit Other
Organization of Cost Detail 62% 51% 46% Locally only 22% 18% Regionally only 24% 15% 27% 36% Globally only Hours or FTE's Labor & overhead cost breakout Profit Bases: Hours or FTEs (55), Labor & overhead costs (41), Profit (39)
Review and Reconciliation of Agency Staff Time and Costs Don t review, reconcile 13% Don't know/ Not sure 5% Annually 19% 58% review, reconcile global agency fees on annual or more frequent basis On an as-needed basis 24% Quarterly 33% Bi-annually, 6% Base: 63
How Agency Staff Time and Costs are Reviewed Don't know/ Not sure, 4% Globally 19% Almost half review agency time and costs on a local basis Locally 46% Regionally 31% Base: 52
49% Use Incentives Similar to U.S. survey, almost half of respondents are employing performance incentives - Use skews to consumer marketers and larger spenders Incentives Part of Agency Compensation Agreement Global Survey 2012 U.S. Survey 2010 Yes 49% 46% No 39% 54% Don t know/not sure 12% n.a. Base: 67 Sources: ANA 2012, Global Agency Compensation Survey; ANA 2010 Trends in Agency Compensation Survey
49% Use Incentives Company Type Annual Revenue (US) Annual Ad Budget (US) Total Sample B-to-B B-to-C Equal combo < $10B > $10B < $100M > $100M Yes 49% 38% 68% 38% 44% 68% 26% 80% No 39% 54% 25% 50% 50% 29% 63% 20% Don t know/not sure 12% 8% 7% 13% 6% 3% 11% 0% Note: the subgroup average may not equal the total sample average because not all respondents shared their firmographic information. Base: 67
52% Use Global Metrics Over half establish agency incentives at the global level; a third do it locally Locally 33% Globally 52% Regionally 15% Base: 33
Incentive Metrics and Compensation Similar to the U.S. survey, about 2/3 of respondents tie their global incentives to both company and agency performance 2010 (U.S. Only) 16% 2% 2012 (Global) 3% 3% 16% 66% 30% 64% Both company and agency performance Company performance only Sources: ANA 2012, Global Agency Compensation Survey; ANA 2010 Trends in Agency Compensation Survey Agency performance only Don't know/not sure Bases: 2010 (35), 2012 (33)
Incentive Metrics, Criteria Over 80% of respondents use agency performance reviews as key component of agency incentive plan Similar to U.S. survey Global marketers more local to employ media performance, brand/ad awareness, brand perception, copy test, and digital metrics than in U.S. - And more likely to use market share vs. sales goals
Incentive Metrics, Criteria Agency performance reviews 81% Media performance goals Brand/ad awareness Sales goals Other criteria Brand perceptions Market share goals Copy test results 53% 47% 47% 44% 44% 44% 41% Digital/online communications goals 31% Profit goals 13% Don t know/not sure 3% Base: 32
Incentive Metrics, Criteria Agency performance reviews 81% 78% Media performance goals 21% 53% Brand/ad awareness 31% 47% Sales goals 47% 72% Other criteria 13% 44% Brand perceptions Market share goals 28% 34% 44% 44% 2012 (Global) 2010 (U.S. only) Copy test results 28% 41% Digital/online communications goals 7% 31% Profit goals 13% 22% Bases: 2010 (35), 2012 (32)
66% Pay Agencies Locally Most respondents handle agency bill-pay at the local level, likely for tax and internal budgeting reasons Company Type Annual Revenue (US) Annual Ad Budget (US) Total Sample B-to-B B-to-C Equal combo < $10B > $10B < $100M > $100M Globally 9% 15% 11% 0% 11% 7% 21% 3% Regionally 23% 23% 25% 13% 33% 16% 16% 20% Locally 66% 62% 64% 81% 56% 74% 63% 77% Don t know/not sure 2% 0% 0% 6% 0% 3% 0% 0% Note: the subgroup average may not equal the total sample average because not all respondents shared their firmographic information. Base: 65
Majority Plan to Change Compensation Agreements No, we do not plan on significantly changing your global agency compensation agreement(s). 35% Yes, we plan to reduce/restructure global agency compensation. 27% Yes, we plan on including performance incentives. 24% Yes, we plan to consolidate/centralize our global agency compensation methodology. 19% Don't know/not sure 16% Base: 63
Global Agency Compensation Challenges The respondents noted a number of challenges to effectively structuring and managing their global agency compensation. The more common themes included: Aligning on goals, strategies Making sure the local and global marketing groups are in alignment. Marrying client operating structures to multiple agency structures to best support the business.
Global Agency Compensation Challenges Difficulty aligning the level of compensation incorporating nuances by countries/local markets. Global scope of work Dealing with differences in needs and staffing at the local level, which varies from country to country and year to year. and fee planning/management Getting scope verified with regional/local markets and then working with business needs and budgets. Marketing reporting structure not aligned to maintain/enforce markets.
Global Agency Compensation Challenges Staying abreast of rates in all the local markets Addressing local tax treatment, billing, country allocations. Dealing with Local : practices, cost differences, desire for local control Local markets feeling they are paying too much for a large, globally-networked agency. Local mentality of marketers; an I know what is best mentality.
Global Agency Compensation Challenges Ensuring we create the right balance between performance-based compensation and account attractiveness in difficult market conditions Structuring Pay for Performance Need a clear measurement method to evaluate the performance of agencies Using multiple agencies in the same market and isolating the specific agency s performance
Summary and Best Practice Fees here to stay Innovate Quarterly Reviews Reconcile 49% incentives Accountability Change is coming Plan Ahead
Questions, Discussion If your questions are not answered today, please follow up with: - Your ANA rep - David Beals, david.beals@rthree.com - Greg Paull, greg@rthree.com
Need More Insight? ANA members can access the full Global Agency Compensation Survey Findings! Visit www.ana.net/mkc or email jgirmscheid@ana.net
2012 Global Agency Compensation Survey R3:JLB May 9, 2012