J. Francisco Escobar/JFE Intl Consultants
Francisco is an industry-leading advisor to major corporations and marketing services providers in all aspects of the Client/Agency lifecycle. He authored the ANA’s Marketing Communications Procurement Best Practices, the only definitive work on the subject, providing the architecture for healthier, happier, more successful relationships.
Agency pricing models have evolved radically from their commission-based origins, and AI is about to stir things up all over again. Driven by aggressive cost consultants and the advent of Marketing Procurement, agencies have become perhaps the only industry where the provider does NOT dictate its own pricing.
The standard is now labor-based models where billable hours are the measurable currency. With all fees derived from retainers, deliverables or multiple projects, the common denominator is time. Alarmingly, in the age of AI, time is being compressed or eliminated, particularly at the lowest levels. It only follows that clients will be expecting to reduce Agency fees even further.
To get ahead of it, JFE International Consultants undertook industry surveys across all Marketing Services disciplines in 2024 to ascertain how leading agencies were monetizing their AI investments. Our unexpected findings were that agencies are exploring beyond traditional pricing models and moving the conversation toward measurable success and results.
Learn how agencies can take back the pricing discussion, moving it away from hours and toward meaningful value.
Key Takeaways
Who Should Attend
Agency C-suite and all Agency professionals involved in new business, client service, finance or operations, especially those having pricing discussions with Client Finance and Procurement
(contact to select 3 topics)
