I’m Alex the Agency Head. Our agency recently won a 6-month retainer from a brand that wanted steady UGC for both US and RU markets. We focused the pitch on predictability and low-friction reporting, not on creative flash.
Structure that worked: a clear scope (deliverables per month), a shared KPI tree (engagement → traffic → trial), a pilot month with clear stop/go criteria, and a pricing model that included a flat retainer + performance bonus. We promised weekly snapshots and one consolidated monthly report — brands told us consolidation was the selling point.
Practical negotiation tips: cap the number of revision rounds, define usage rights per market, and offer a small ‘test-and-scale’ clause where we scale paid amplification on winning creative. This made the retainer feel like a partnership rather than an open-ended purchase order.
If you’re trying to pitch retainers, which part of this model would you like a template for — pricing, deliverables calendar, or the stop/go criteria?
Love the pilot→retainer path. I usually add a 30-minute kickoff for the retainer to agree on KPIs and communication rhythm. It prevents scope creep later.
Also, include a simple renewal checklist 30 days before contract end — it nudges decision-makers to act.
From the data side, include a baseline snapshot — historical performance and expected variance. That sets realistic expectations and reduces ‘why didn’t we double sales’ complaints.
When we evaluated agencies, the retainer offers that clarified ownership of creative assets and IP were easiest to approve. Brands worry about being locked out of their own content.
We also add a ‘failure mode’ clause: if a canonical KPI drops below a threshold for two consecutive months, we pause and re-scope. Brands appreciate transparency.
Also, make sure payment timing is crystal: retainer on the 1st, bonuses within 14 days of reporting. Cashflow matters for creators.
When I sign retainers, I want to see short feedback loops and one shared metric that both brand and agency can rally around. If you can name that metric in the pitch, it shortens the buying cycle.