Remuneração de Agências

Como os anunciantes remuneram as suas agências de publicidade, media e relações públicas em Portugal

How advertisers remunerate their agencies in Portugal.

This report is the first comprehensive survey ever on remuneration trends and practice in Portugal.  The survey was conducted in association with the Associação Portuguesa de Anunciantes (APAN) in Lisbon, the representative body of advertisers in Portugal.

The survey findings are based on the views of 47 advertisers collectively spending approximately €600 million per annum on advertising, which when expressed as a percentage of total expenditure in Portugal is significant and representative at approximately 15%. 

The coverage of the report is advertising (creative) agencies, media agencies and public relations agencies.  Advertisers responded to a detailed 25 page questionnaire on their remuneration practices at creative and media agencies and a further 10 page questionnaire relating to their public relations agencies.

The report contains 10 chapters with over 150 pages including 80 graphs and a further 56 table pages in the appendix.  There is an executive summary, key findings section and a preface from the Director General of APAN.  There are chapters on remuneration methods, payment by results, amount paid for services received, changes made in the previous two years, the remuneration agreement, advertiser satisfaction and advertiser attitudes.  There are also two chapters dedicated to media agency agreements and a short chapter on PR agency remuneration and agreements. 

There are also comparisons, where possible and appropriate, with the latest evidence of practice on key metrics in the UK, Germany and France. 

The report will help advertisers and their agencies to assess their current arrangements, formulate their ideas for the future and guide the way to successful negotiations.  It will also be invaluable in benchmarking agreements with reference to remuneration methods employed, amount paid for services received and how payment by results schemes are designed.  

This report is available only in the Portuguese language

ISBN 978-0-9552447-8-0 Price £580.00 (€695)