White paper · For agency leaders

Resourcing & Utilisation: The Master Lever

Your people are both the agency's biggest cost and the product it sells. This paper shows why ten points of utilisation can decide your whole year, why busy and billable are different things, and how to plan to real capacity without burning your best people out.

68.9%Billable utilisation across professional-services firms in 2024 — the lowest reading in five years.
£360kIllustrative revenue gap between 65% and 75% utilisation in a 20-person agency. Same payroll, same team.

What's inside

  • Why utilisation is the master lever of agency profitability — and why most leaders can't say what theirs was last week
  • The healthy zone, and the "twin failure": under-utilisation and over-utilisation coexisting in the same agency
  • The worked maths: what ten points of utilisation is really worth on identical payroll
  • Why agencies fly blind — stale spreadsheets and late, inaccurate time capture
  • The two disciplines that fix it: plan to real capacity, capture time at the source

Written for Heads of Resource/Traffic, COOs and Finance Directors at creative, media and professional-services agencies. 7 pages, no email tennis — read it today.

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