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22 - 26 March

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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

IPA and WOW launch 2015 annual benchmarking study of SME agency performance

The IPA partnered WOW ( on its 2015 annual benchmarking study looking at business performance in SME agencies around the UK.

224 agencies took part representing a broad cross-section of the industry.

There is evidence of a move from retainers and fixed fees to more agile ways of working.

While one in five agencies does no retainer work it is most prevalent in the Midlands/East, Scotland and North West.

There are differences in approaches to fee negotiation between regions but overall split is even.

Fixed pricing is still the norm though there are early signs of performance based methods in London, the South East and Midlands/East. Scotland and the North West are leading on agile pricing.

Buoyant plans for business growth and collaboration.

Agencies were also asked about their plans for growth in 2015.

The maps show the regions that came out above average for that measure.

Regions are Scotland (SC), North West (NW), Midlands/East (M/E), London (LDN), South East (SE) and South West (SW).

There was positive movement across the board.

A few regions recognised opportunities for product development.

Scotland, London and the Midlands/East showed the most ambition.

There is a strong sense of collaboration between businesses.

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