Reference / Glossary / Practice and industry
Retainer
A fixed monthly fee for an agreed scope of agency work, independent of media spend. Retainers align agency incentives with efficiency rather than spend and are the common fee model for independent and boutique agencies.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Retainer." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/retainer/