Observed Signal · May 15, 2026 · Study Release · Source: Adweek · Impact: 2/5 · Sentiment: Neutral
25% of North American Agencies Shift to Fixed-Fee Pricing
A Forrester Consulting study in partnership with Dentsu finds that 25% of North American agencies have moved exclusively to fixed-fee pricing as AI pressures commercial models. The survey of 356 marketing and procurement leaders across the U.S. and Canada reports 63% of agencies using fixed-fee pricing are satisfied or extremely satisfied. Among marketers not currently using fixed fees, a majority are interested or extremely interested in adopting the model, with a further 28% somewhat interested, signalling broad openness to fixed-fee approaches. The study is titled "The Fixed-Fee Advantage: Unlocking Agency Value While Addressing Pricing Friction."
Empirical survey showing a notable shift in agency commercial models (25% moved to fixed-fee) and widespread interest among marketers; relevant to agency revenue models and client–agency contracting but not immediately industry-shifting.
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Key Takeaways & Evidence Grounding
- 25% of North American agencies have exclusively shifted to fixed-fee pricing.
- 63% of agencies using fixed-fee pricing reported being satisfied or extremely satisfied.
- The study was conducted by Forrester Consulting in partnership with Dentsu.
- The survey sampled 356 marketing and procurement leaders across the U.S. and Canada.
- Among marketers not using fixed-fee pricing, more than half are interested or extremely interested in adopting it; 28% are somewhat interested.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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