A Retainer Plus Project Fees Is The Answer

A new survey from the Association of National Advertisers looks at changes in digital-agency compensation.

A retainer plus project fees is now the predominant form of digital agency pay, with 66% of marketers using that approach in 2011, up from only 37% in 2009.

The survey also found a growing number of marketers using a larger number of shops. This year, 44% reported using five or more digital agencies, up from 39% in 2009 and 23% in 2007.

In my opinion, a retainer is the perfect form of compensation when you’re dealing with media that’s always on. There has to be a base level of service just to keep it all on and working as planned.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.