Home For brands Agency evaluation & remuneration
Service 02 · for brands

Are your partnerships still worth it?

You're working with agencies - but are the relationships healthy, and are you paying the right rate? We evaluate each partnership honestly, from both sides, and benchmark what you pay against the market, so every euro and every relationship earns its place.

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In short

What agency evaluation and agency remuneration are

Agency evaluation is the periodic assessment of a working relationship between an advertiser and its agency: what it delivers and how it runs. Agency remuneration is the other half of the same question: what the advertiser pays and on what basis, whether that is a fixed fee, an hourly rate, a commission on media spend or an amount per delivered project.

IKAg measures both with its own instruments, COLLAB for the relationship and COMPARE for the remuneration, and tests rates against the financial data of more than 1200 Belgian and Dutch agencies (as of 2026).

An evaluation only becomes useful when both sides answer. An advertiser who surveys only its own team measures its own expectations. Ask the agency as well and the causes surface: a brief that arrives too late, an approval chain with too many links, a scope that grew without anyone deciding it should.

A rate can only be judged against something else. Without a reference point, every discussion about remuneration is a negotiation about feeling. With market data it becomes a conversation about facts: which roles make up the team, at which rates, and how many hours actually go into the work.

Most companies only evaluate once something hurts. A fixed round, annually for instance, catches the drift while it is still cheap to correct, and confirms what works, which is just as useful.

The questions we answer

Two questions, honestly answered.

Relationship health

How both sides really experience the partnership - measured, not guessed - with COLLAB.

Fair remuneration

What you pay versus the market, grounded in the COMPARE database of agency financials.

Value delivered

Whether each partner still earns its place, on output and on fit.

Concrete fixes

Where to adjust scope, rate or ways of working - prioritized and specific.

How it works

A clear path, step by step.

Transparent from the start - you pay only for the work. We can evaluate the full roster or a single partnership.

1

Intake

We agree what to evaluate and what a healthy, fairly-priced partnership looks like for you.

2

Measure

We run COLLAB with both sides and benchmark remuneration against COMPARE.

3

Read-out

A clear picture of each relationship: what works, what strains, and what you pay versus the market.

4

Improve

Concrete, prioritized fixes - and an optional cadence so partnerships keep improving.

What you walk away with

The honest read you can act on.

No awkward guesswork - a measured view of every partnership, backed by real market data.

Request a quote
  • A relationship health report per partnership, from both sides
  • A remuneration benchmark per partner, versus the market
  • A prioritized fix list for scope, rate and ways of working
  • An optional evaluation cadence so relationships don't quietly drift
Good to know

Questions we get a lot.

Is this only for troubled relationships?

No. It works just as well as a periodic health check on partnerships that already run well.

Do the agencies take part?

Yes. COLLAB captures both sides - that honesty is exactly what makes the read useful.

Is the benchmark real data?

Yes. COMPARE holds the financial details of the most commonly used agencies, so remuneration starts from fact, not feeling.

Can you also restructure the roster?

Yes - that's our Agency ecosystem service, which we often combine with this one.

Get in touch

Let's talk.

Call us, send an email, or fill in the form. We typically respond within a day.