Why the traditional ‘fixed retainer’ is living on borrowed time

For all the time that the marketing industry spends promoting product and service innovations, the basic business model underpinning most client/agency relationships hasn’t evolved much in decades. However, there are growing and undeniable signs that, for many clients, the traditional ‘fixed retainer’ relationship simply doesn’t work anymore – and agencies must respond to address those concerns.
Late last month, DAC Group London (formerly Make It Rain), the digital