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A Retainer Plus Project Fees Is The Answer

June 22, 2011 By David Burn

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.

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Filed Under: Digital

About David Burn

Co-founder and editor of Adpulp. David wrote his first ad for a political candidate when he was 17 years old. She won her race and the advertising hook was set. Today, David is a copywriter and creative director in Austin, Texas.

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