Observed Signal · Sep 15, 2026 · Market Signal · Source: IPA · Impact: 3.5/5
IPA backs industry concerns over proposed NPM changes
IPA Director of Public Affairs Richard Casofsky has called on policymakers to assess whether the current measures are delivering their intended objectives and fully understand the potential impact...
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Global Brands Ditch Labour-Based Agency Fees, WFA Finds
A new report from the World Federation of Advertisers (WFA) and Agency Mania Solutions, titled 'How Brands Define, Scope and Reward Agency Work', reveals a significant shift in agency compensation models. Based on responses from 69 multinational companies with a combined marketing spend of $147 billion, the report finds that labour-based payment models, which were dominant in 2011, now represent the main compensation model for only 19% of global brands. Meanwhile, fixed-fee/output models have risen to 33%, and 'Labour + Performance' models to 21%. Performance-based fees show the strongest momentum, with 63% of multinationals expecting to increase their use, driven by AI, which is compressing labour hours. However, only 20% have evolved their commercial models in response to AI, though 61% intend to. The report also notes a shift in focus towards factors like briefing quality and trust over financial incentives.
AMV BBDO & Spark Foundry win 2026 IPA Effectiveness Awards Grand Prix
The campaign transformed Currys from a retailer threatened by online shopping into the UK's most-preferred technology retailer, generating £500m in incremental revenue and returning the business to...
IPA Excellence Diploma winners unveil persuasive provocations for future success of adland
The IPA news page has been updated with new press releases including the announcement of the IPA Excellence Diploma winners, new agency members, and the upcoming IPA Effectiveness Conference 2026.
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