The questions advertisers ask us most, from "do I need an agency for this at all" to "how do I end it properly". Where we have a number, it is here, with its source and its caveats.
Before you go looking: do you need an agency at all, and what exactly for?
How the Belgian agency market works, and what counts as normal in it.
From a market of over a thousand agencies to a longlist that holds up.
You have a name. What can you find out before you call, and where does it sit?
How many agencies, which briefing, what fee, and how to judge fairly.
Remuneration models, contract terms and the clauses you argue about later.
The phase where the money is made or lost, and almost nobody measures.
Switching costs more than the notice letter. What to settle before you send it.
Market figures come from the Agency Barometer, calculated on the annual accounts agencies filed with the National Bank themselves. Figures on pitches and satisfaction come from IKAg-guided processes, and are always presented as such: these are our files, not a sample of the market.
IKAg guides advertisers through agency selection, pitches, remuneration models and evaluation. Asking costs nothing and usually gets an answer within the day.