Visory
The Creative Agency Financial Playbook
Benchmarks, metrics, and levers for agencies between $500K and $10M
◎ getvisory.comThe Creative Agency Equation
Every creative agency faces hundreds of small moments each year. Some are risks; others are opportunities. After years of working with creative agencies across the US, Australia, and New Zealand, we identified four financial pillars that determine which agencies grow sustainably and which struggle.
- Pillar 1
Efficient Growth
Adding new revenue in a sustainable way.
- Pillar 2
Profitable Clients
How much money you make or lose on each client.
- Pillar 3
Net Profit
What you keep after every operating cost.
- Pillar 4
Cash Flow
The lifeblood of your business.
Where this comes from
These aren't theoretical benchmarks pulled from a textbook. They come from working hands-on with hundreds of creative agencies.
How to read this playbook
We organise agencies into three tiers based on revenue. Use the tier closest to your agency to find the most relevant benchmarks.
| Tier | Tier 1 | Tier 2 | Tier 3 |
|---|---|---|---|
| Revenue | $500K – $1.5M | $1.5M – $5M | $5M – $10M |
| Headcount | 4 – 10 | 10 – 25 | 25 – 50 |
| Stage | Founder-led | Building management | Scaling operations |