"The IPA Pricing Playbook" is a comprehensive, practical guide to effective pricing for agencies and clients operating in today’s fast‑evolving advertising and communications landscape.
Drawing on extensive industry insight and case studies, it explores a full spectrum of pricing models, including retainers, project and deliverable‑based fees, subscriptions, IP licensing, performance‑related fees and equity‑based arrangements, as well as increasingly common hybrid approaches. Throughout, it examines when each model works best, the risks and rewards involved and how to align pricing with operating models, client needs and business outcomes.
With dedicated sections on pricing technology, AI‑driven services and future commercial challenges, The IPA Pricing Playbook is designed for agency leaders, commercial and finance teams and marketers looking to move beyond legacy models. It provides practical guidance to help build more transparent, sustainable and value‑based partnerships in an increasingly complex and outcome‑focused market.