The season to start thinking about marketing and media budgets for next year is upon us, according to Jeff Campbell. So, he serves up a quick reference guide to the most popular agency fee models in hopes of giving a little guidance.
The three most popular fee models are Percentage of Media, Retainer/Dedicated Staff, and CPA/Performance. He defines and lists the pros and cons for each. For example, the CPA/Performance-based model handcuffs the agency to the client's site content, potentially causing some conflict between partners when one is investing resources and the other isn't, he writes.