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 head of brand strategy and creative at Bonehook in Portland, Oregon.