The 4A’s and the Association of National Advertisers (ANA) have crafted a toolkit to guide the marketing industry through evolving compensation models. This resource offers an in-depth look at various payment structures, providing essential definitions, best practices, and a detailed analysis of each model’s pros and cons. It also includes a framework to help agencies and advertisers choose the most suitable model for their collaborations.

Traditional compensation models have not kept pace with the complexities of the modern marketing landscape. The toolkit encourages transitioning from outdated methods to more dynamic arrangements that better align with current marketing objectives, incorporating hybrid and outcome-based models.

The toolkit advocates for remuneration models that ensure mutual benefits and foster stronger agency-client relationships. It suggests a test-and-learn approach using smaller projects to explore new models, ultimately enhancing agency contributions to client growth and promoting a focus on sustainable and qualitative outcomes.