Hybrid Fees – Retainer Plus

    • Almost all of these agency fee models can be combined as a hybrid model.
    • Hybrid models have become more popular as agency services are becoming more diverse and complex. Media trading fees may be paid as commission, while strategy and planning could be retained and
      econometric modelling is then paid as a project fee.
    • The most common hybrid model is to retain a certain resource capability (Account Management) or to a certain stage of the process (To agreed concepts) is retained and then a more flexible model such as estimated project fees for the remainder.
    • The important consideration with hybrid models is avoiding potentially double-paying the agency, therefore defining each fee is particular important.