WFA launches new call for agency cost data Open to WFA members only

To refresh the voluntary tool, however, it needs more updated, anonymized and aggregated input to ensure that it remains up to date.

The voluntary call for data comes following a refresh of ACI to ensure it stays in check with industry trends, and remains one of WFA's various tools that can help marketers make more informed decisions for their brands in 2024 and beyond.

Key changes include:

• New updated agency job titles, which take into account the impact technology and industry advancements may have had on agency roles.
• Archiving legacy data. Data prior to 2024 has been archived as these rates may be considered no longer reflective of today's market conditions. Aggregated data is still available however;
• Updates and upgrades have been made to the sign on process as well as ensuring the tool is updated to the latest recommended security settings.

The ACI tool allows WFA members to put their agency hourly rates in perspective across different disciplines and global markets. It covers creative, media, social and insights

The data is fully anonymised and aggregated and is sourced from WFA members on an entirely voluntary basis. The tool does not include any data submitted by agencies or other third parties. WFA members that want to participate in this initiative are invited to do so by clicking here.