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.

Geographical Remit Overview

We first asked participants what area best describes their geographical remit.

Role remit

We then sought to find out what role best fits their remit: 

WFA Commentary

• The survey was mostly targeted towards procurement specialists, but a handful of marketing contacts responded as well. Differences in responses will be highlighted.

Note: All WFA benchmarks, survey results, agendas and minutes are reviewed by Hogan Lovells International LLP, the WFA’s competition lawyers. 

WFA Competition law compliance policy

As a condition of membership, members of the WFA acknowledge that their membership of the WFA is subject to the competition law rules and they agree to comply fully with those laws.  Members agree that they will not use the WFA, directly or indirectly, (a) to reach or attempt to reach agreements or understandings with one or more of their competitors, (b) to obtain or attempt to obtain, or exchange or attempt to exchange, confidential or proprietary information regarding any other company other than in the context of a bona fide business or (c) to further any anti-competitive or collusive conduct, or to engage in other activities that could violate any antitrust or competition law, regulation, rule or directives of any country or otherwise impair full and fair competition.The purpose of the WFA is to represent the interests of advertisers and to act as a forum for legitimate contacts between members of the advertising industry.  It is obviously the policy of the WFA that it will not be used by any company to further any anti-competitive or collusive conduct, or to engage in other activities that could violate any antitrust or competition law, regulation, rule or directives of any country or otherwise impair full and fair competition.  The WFA carries out regular checks to make sure that this policy is being strictly adhered to.

Note: All WFA benchmarks, survey results, agendas and minutes are reviewed by Hogan Lovells International LLP, the WFA’s competition lawyers.