According to the World Advertising Research Center, 41% of agencies still bill by the hour.
Only 24% of marketers want that model.
That gap says a lot.
As AI speeds up production and automation reshapes workflows, billing for time makes less and less sense. Should a client pay more because an agency works slowly or less because they’ve invested in being efficient?
Hourly billing rewards activity, not outcomes. It measures inputs, not impact. And it risks breaking the very alignment that partnership requires.
At The Cult Branding Company, we’ve never believed trust should be measured in minutes. For over two decades, our relationships have been built on shared goals, transparency, and results that endure what we call Emotional ROI.
Our model isn’t about hours. It’s about outcomes that matter: loyalty, advocacy, belonging, and sustained brand growth. That’s the difference between a transactional partnership and a transformational one.
We believe the next generation of agencies will evolve toward this kind of alignment—models rooted in performance, trust, and purpose. Those that cling to the old system will struggle to prove their value in a world that increasingly prizes authenticity and measurable impact.
The shift away from hourly billing isn’t just operational, it’s cultural. It’s about moving from selling time to creating meaning.
And that’s great news for every brand ready to grow not just bigger, but deeper.