As AI puts pressure on agency commercial models, 25% have exclusively shifted to fixed-fee pricing, with 63% reporting they are either satisfied or extremely satisfied with the approach, according to a study from Forrester Consulting in partnership with Dentsu, released Friday.
The report, The Fixed-Fee Advantage: Unlocking Agency Value While Addressing Pricing Friction, surveyed 356 marketing and procurement leaders across the US and Canada.
Among marketers not currently using fixed-fee pricing, more than half said they were interested or extremely interested in adopting the model, while a further 28% said they were somewhat interested—which Forrester described as signaling “broad openness” to the approach.
