Скачать или смотреть Marketing & Advertising Retainers are a Lie! And ineffective.

Retainers are a lie & ineffective! They used to be a sign of value and only offered at the highest level - now they are a wolf in sheep's clothing.

Watch out for those promising 'retainers' that include all you need!

Because the reality is, what you have gained in a retainer - you have lost in other areas which are actually more valuable to you.

Ohhh but your agency can prove all the hours and you need 100-200 per month...and they will print a 'harvest report' for you proving it?

Big deal!!!!!! do you know how many times I have been made to add fake hours and I refused! Too many!

Time reporting is as fake as most reviews are - easily manipulated.

Most agencies(not all) take 5-6 bites of your cherry including hourly rates, commissions, volume rebates, over charges and more.

In fact the revenue we make from suppliers is enough to not charge you most of the time - so why do retainer exist? And why are you paying them?

They definitely make sense with labour intensive channels that require campaign builds, optimisations, reporting and so on but not at the rate most are currently paying.

Especially when the majority of agencies are running digital campaigns on platform automations (bidding, audience etc).

How about retainers for broadcast channels like TV, Radio, OOH, BVOD etc?

Well the media owners usually provide all the targeting, reporting & optimisations based on the agency brief (and they are usually better than the agencies since they own the channel). So what's the point of a retainer here?

It actually comes down to what part of the pie the agency manages and how much market data, r&d, insights and so on is required - along with additional reporting requirements due monthly, quarterly and annually.

That's what it should be about - but often its because they don't manage headcounts correct and need to cover their blown out costs.

Even then, can you really put your finger on what you get for your $20k-$100k per month? Are you across the true media cost and the mark ups you are paying which should of been reinvested back into the media channels?

𝐇𝐞𝐫𝐞 𝐢𝐬 𝐚 𝐌𝐚𝐫𝐜𝐡 2025 𝐂𝐨𝐦𝐩𝐚𝐫𝐢𝐬𝐨𝐧👇

𝐒𝐞𝐚𝐦𝐥𝐞𝐬𝐬𝐦𝐞𝐝𝐢𝐚 - $600k client across 4 channels over 4 months.
Client cost $0. We told the client we will make 10% rebate and reinvest 5%. Thus we make $30k.

VS -

𝐂𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐨𝐫 𝐐𝐮𝐨𝐭𝐞 𝐏𝐫𝐢𝐨𝐫 - $20k p/m retainer ($80k total) + $10k setup + they said they would get a 10% rebate and keep it. Kudos on the honesty.
Total client cost was $90k plus they were going to make $60k from rebates and keep it.

𝐈𝐟 𝐲𝐨𝐮 𝐧𝐞𝐞𝐝 $150k 𝐭𝐨 𝐞𝐱𝐞𝐜𝐮𝐭𝐞, 𝐦𝐚𝐧𝐚𝐠𝐞 & 𝐫𝐞𝐩𝐨𝐫𝐭 𝐨𝐧 4 𝐜𝐡𝐚𝐧𝐧𝐞𝐥𝐬 - 𝐲𝐨𝐮𝐫 𝐞𝐢𝐭𝐡𝐞𝐫 𝐠𝐫𝐞𝐞𝐝𝐲, 𝐡𝐢𝐠𝐡𝐥𝐲 𝐢𝐧𝐞𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐭 𝐨𝐫 𝐛𝐨𝐭𝐡!

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