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DBA Annual Survey Report

The DBA Annual Survey Report is an invaluable members-only business tool which enables you to benchmark your financial performance with your peers. Released each October it covers fees, salaries, utilisation, income, recovery rates, benefits and trends within DBA member companies. Data is segmented by geography and size of agency to make comparisons more relevant.

2022 DBA Annual Survey Report

DBA Chief Executive, Deborah Dawton:

Our Survey is currently open for responses until 13 June, please take the time to participate. It’s your engagement which enables the DBA to produce this essential, member-only tool.  By completing the survey you also ensure your business gets access to our Annual Survey Report micro site full of data on over 50 different job titles. If you are struggling to find your details to participate contact who can help you.

 And if you’re not yet a DBA member? Now’s a great time to join to get your hands on a copy of the Report. 

2022 DBA Annual Survey Report launch

The 2022 DBA Annual Survey Report will be launched in October this year. All DBA member agencies will receive a pdf copy of the report and will be invited to a launch event looking into the business intelligence behind the data with detailed analysis of the trends across key performance metrics affecting design agencies, and give insight into how to apply these valuable findings to your business. Our flagship report analyses fees, salaries, utilisation, income, recovery rates, benefits and trends of DBA member agencies. 

Accessing the current report


The 2021 DBA Annual Survey took place in May/June 2021 with the Report launched in October 2021.

The Annual Survey Report comes in two formats – a PDF  summary report or our micro-site with report, full data and dynamic tables enabling users to benchmark across a range of variables including upper/lower quartiles as well as averages.

Read – To receive a copy of the 2021 PDF report email

Interact – All members who participate in the survey automatically receive access to the Annual Survey Report website. Contact if you cannot locate your login details.

The Survey and the Report are supported by Paprika and VisionFR, and produced in association with Moore Kingston Smith.



How useful is the DBA Annual Survey Report? Here are a few DBA Members giving their views


And a few that were too shy for the camera

James Dix“We’ve gathered the data, created the spread-sheets, done the sums and calculated our new standard rate card. It all ‘adds up’ but how do we know whether we are competitive and what is going on in the market?

Without the DBA Annual Survey Report we have to learn the hard way; by losing pitches because we are too expensive or winning pitches that we can not make profitable. The DBA survey helps The Team win profitable new business.”

– James Dix, Commercial Director, The Team


Deborah Longbottom“For many years I have used the DBA Annual Survey Report as a guide when creating business plans and budgets.

The information gives a number of benchmarks that then allow you to road test your own numbers and thinking versus what is happening within the sector. Always very useful!”

– Deborah Longbottom, Independent FD, working with Brandon


andywestsmall“As a small (and sometimes isolated) business, the DBA Annual Survey Report is the only way of really knowing how we compare with other agencies. Otherwise we’re just second guessing in the dark. 

It’s essential in helping us to benchmark what we pay our staff and what we charge clients, in order to remain competitive.”

 – Andy West, Director, MultiAdaptor



“As much as we’ve learned over the years, Human After All inevitably operates within something of a bubble, lacking context on the actions of our peers agencies.

The DBA Annual Survey is a benchmarking platform that gives us both great insight and great comfort that we’re moving in the right direction.”

– Danny Miller, CEO, Human After All


DBA membership

To discuss getting the most out of your DBA membership or to enquire about joining, contact or call 020 7251 9229.

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