Agency Remuneration: Project-Based vs. Retainer

By August 3, 2021 August 24th, 2021 Agency Compensation

CashIdentifying the right methodology and optimal rate at which to compensate advertising agencies has been an ongoing quest for advertisers. With the shift to project-based versus retained relationships this, driven in part by a desire for greater flexibility and responsiveness this challenge has intensified. As always, the question remains; “What rate can advertisers expect to pay under different agency remuneration models? Does a greater commitment lead to more efficient rates?” The following article from Leah Montebello of Producers & Procurers iQ presents an excellent framework for fairly evaluating this scenario. Read more…

 

Author Cliff Campeau

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