The recent WFA & MediaSense Study ‘The Future of Agency Remuneration’ discovered that an overwhelming majority of advertisers – three-quarters – are looking to make changes to their agency compensation model in the next three years. A similar number of survey respondents indicated that they are seeking to better align agency compensation to business performance. MediaSense Chief Strategy Officer, Ryan Kangisser joins the Media Leader podcast to discuss key themes and reaction to the study – highlighting that it is “unprecedented” for so many brands to want to change their compensation models at once.
The conversation builds on Kangisser’s appearance in 2024, where he discussed MediaSense’s Media 2025 report that also found advertisers believe the current agency model to be unfit for current and future.
Podcast Highlights:
2:14: Growing interest in changing traditional remuneration models.
7:00: Transitioning to outcome-based compensation — gauging alignment between brands and agencies.
13:23: Are agencies adapting to future-proof their businesses? Shift in focus: “From attention to intention.”
19:24: Exploration of misaligned incentives between brands and agencies.
21:26: AI’s influence on fee structures, talent dynamics, and evolving work practices.
Download your copy of the Future of Agency Remuneration study here.