Map your agency's value model.Help build the first global benchmark.

The Agency Model Map is a five-minute diagnostic that maps your agency to one of four commercial patterns taking shape across the industry, based on how you define, package, deliver, and price your expertise. Your answers also contribute to the first global benchmark of agency value models, to be published in January 2027.

Already moved beyond pricing your time? Your answers will help show the industry what a better model looks like in practice.

What you get

• Your private Agency Model Map the moment you finish: which of the four patterns your agency fits, and whether it's helping or limiting your pricing power.
• The full global report in January 2027: revenue per employee, AI use, how client engagements begin, and the biggest pressures agencies face, compared across the four commercial patterns, and by region, agency size, and type.

Responses close December 1. Revenue is asked in ranges, never exact figures.

Led by Brian Kessman, founder of Lodestar Agency Consulting and Executive Director of the Value Model Institute. Author of VoxComm's Redesigning the Agency Value Model and contributor to the IPA's Pricing Playbook.