The World Federation of Advertisers, in conjunction with Decideware, conducted a survey to provide a better understanding of how major advertisers manage their scope of work programs.
The survey was conducted as a partnership between the WFA and Decideware in early summer 2014. Nineteen companies took part in this global research with responses coming mainly from marketing sourcing specialists. While results are not statistically relevant, they are indicative of the thoughts and actions of global multinationals within WFA membership.
In an eight part series, we will overview the results of the survey as well as concluding commentary from peer WFA members.
WFA Executive Summary
The World Federation of Advertisers created an overview of the survey and concluded:
All respondents feel that there is a skills gap in terms of SOW management.
- Over 60% of respondents do not have fully standardized SOW templates.
- Around 1 in 3 respondents do not reconcile approved Scope budget with actual agency fees.
- 30% of respondents let their agency begin working as soon as a scope is signed off.
- The most common way to reduce the costs of a SOW is by simplification, finding alternative creative ideas, or by commissioning fewer executions etc.
- Top recommendation from members is to align with marketing on a single SOW template for all agencies.