Scopen's New Study: A Transformative Shift in Advertising Collaborations
In a world where short-term gains often drive decisions, a commitment to long-term partnerships shines through in Scopen’s latest Agency Scope study in Chile. With an increase in the number of advertisers utilizing annual fees for creative agencies—soaring to 91.2% in 2025 from 80.3% in 2023—there’s a palpable trend toward sustained commitments in the advertising landscape.
The Rise of Stable Collaborations
According to Bizcommunity, this new edition of the study reflects a profound change. As advertisers turn away from fluctuating payments to more stable annual fees, the industry moves towards a more continuous and trust-based relationship model with creative agencies. However, not all agencies see the same trajectory. Media agencies experience a decrease in annual fee-based remunerations, supplemented by a rise in commission-based models now at 48.3%.
The Global Comparison
While Chile makes significant strides, there’s still some ground to cover compared to global standards. Currently, 31.3% of Chilean advertisers use variable remuneration with creative agencies, versus the global norm of 15.6%. For media agencies, there’s a switch—a slight decline in annual bonuses, currently below international levels.
Selecting the Right Partner
Shifts in how agencies are chosen are also apparent. Interestingly, creativity coupled with strategic planning and a robust professional team are pivotal in decisions for creative agencies, while negotiation and digital capabilities drive media agency selections. The criteria highlight the evolving priorities, aligning closely with changing industry dynamics.
Satisfaction and Expectations
Satisfaction metrics from advertisers show 71% contentment with creative agency output, a notable comparison to the 79.6% world average. Yet, Chilean advertisers exhibit heightened scrutiny, considering agency changes more frequently than their global counterparts. Satisfaction impacts agency loyalty, and a notable portion of advertisers are contemplating changes, driven by the performance of their partners.
Aspiring Towards the Ideal
When defining ‘ideal’ agencies, creativity and proactive initiative stand prominently. However, professional team composition and digital capabilities have seen a decline in importance, resonating with shifts towards innovation and strategic insight. Standout agencies like BBDO and McCann among creatives, and Havas Media in the media sphere, dominate rankings for their performances.
Scopen’s Comprehensive Analysis
Grasping the industry pulse, Scopen’s fifth edition in Chile engaged 414 professionals, offering a detailed, comparative analysis of agency perceptions and performances globally. It’s more than a study; it’s a strategic tool unfolding the changing landscape, guiding advertisers and agencies alike through evolving tides.
In this detailed exploration, Scopen emphasizes that while Chile has embarked on this transformative journey, each step forward aligns it more closely with global best practices, paving the way for excellence in advertiser and agency collaborations alike.
