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Retainer, Project or Performance: How Marketing Agencies Actually Charge
By K&G Marketing Media • 9 min read
Most business owners comparing agency proposals think they're comparing prices. They're usually not — they're comparing three completely different commercial structures that happen to have dollar signs on them. A retainer, a project fee and a performance deal can produce identical monthly numbers and mean entirely different things about who carries the risk.
This issue is about money: how fees are built, what the real cost of each resourcing route is, what an AI phone line costs against a hire, what creators charge, and where a small budget does the most work. No invented numbers — just how the structures actually operate, so you can judge any quote you're sent.
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