For those of you senior enough in a holding co agency to have bonuses as an official part of your comp structure, I’m curious what that looks like: what’s the percentage or range? Frequency? Is it based on your personal performance or the agency’s? Are the criteria for earning it concrete and transparent? Trying to understand how to weigh this when evaluating offers.

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It’s discretionary based on company performance. Usually tied to margin, top line revenue compared to competitors.

Payout percentages are based on title. Ceo, coo, president typically 30-40%


Evp, svp typically 15-20%.

Vp maybe 5-10%

Under vp level its all about what your manager puts in. They get a pool and can spread it around.

It’s all political. Top peeps always have these sorted in their contracts. For public companies go read their DEF 14a documents. It shows bonus percentage for all execs

It’s all a complete sham though. Peeps above decide the actual payouts. Frequently the completely underperforming are rewarded and the hard working peeps who actually get the work done are left with crumbs.

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What is a bonus?

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There are two types:
1) discretionary, which means in addition to your own performance goals the agency/company performance is considered. This is the worst kind. It means even if you hit the goals needed to earn say a 20% bonus, you could get nothing or very little if the rest of the company doesn’t perform. Totally political and more as others have mentioned. It can be written in your contract still but it will have a caveat about it depends on company performance.

2) contractual, which means if you achieve your performance metrics, then you get the bonus and no other factors get in the way. This is the best kind and tougher to negotiate and get these days.

Ranges of bonus at holding companies might be 5-20% for SVPs, 20-30% for EVPs/larger roles, 30-40% for large global client or big P&L roles, and 40-100% for agency global leaders.

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Yearly based on performance with very specific numbers to hit. If we do, it’s roughtly 10% of salary.

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They will never tell you, and you have to be in c suite.

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