Are we selling time — or solving business problems? If the answer is the latter, then it’s time to rethink how value is defined, delivered and captured.
Commissioned by the VoxComm Board, Redesigning the Agency Value Model provides practical guidance for agencies navigating the shift from effort-based revenue to clearly defined, outcome-led solutions.
The report includes a foreword by Tim Williams (Ignition Consulting Group) and practical insights from Brian Kessman (Lodestar Agency Consulting), offering a clear view of why legacy models are under pressure — and what leaders can do about it.
What this report explores
The industry’s structural value problem
Agency margins are declining despite producing more work, faster. Effort-based pricing, scope creep and AI-driven efficiency are eroding value and pricing power.
The report explains why traditional models no longer hold and what that means for leadership teams.
The four agency value models
Most agencies sit in one of four economic patterns from “Busy by Design” to “Distinctly Scalable.”
The report maps where firms typically fall and what differentiates scalable, higher-margin models.
What must change
Shifting from selling time to selling defined outcomes requires redesign across four dimensions: defining, designing, delivering and capturing value.
This is not a pricing tweak — it’s a commercial model reset.
Global case studies
Global case studies show how agencies are productising expertise, separating price from staffing, integrating AI, and implementing value-led pricing models that scale without proportional headcount growth.
A guide for CEOs, CFOs and leadership teams
This is not a pricing tweak. It is a commercial model rethink.
Redesigning the Agency Value Model provides frameworks, diagnostic tools and practical examples to help leadership teams decouple revenue from labour, codify expertise into repeatable solutions, and rebuild margin in an AI-shaped market.
Download the full report to explore the complete model and case studies.
VoxComm is the global voice for agencies, representing national industry bodies across Europe and beyond. It champions the value agencies bring to clients and promotes sustainable, commercially viable models for the future.
