“How do agencies structure their pricing?” A timeless question, usually asked right after, “Can you give me a ballpark?” and just before, “Why does the ballpark look like that?"
Pricing in agency land can feel mysterious from the outside. Different agencies approach it differently, often with different models, different jargon and wildly different price points. So let’s demystify it, starting broadly, then getting specific about how we do things at Silverback, and why, when it comes to pricing, we actually give a monkeys.
Agencies price for clarity, not confusion
Good pricing isn’t smoke and mirrors. It’s a reflection of process, people and outcomes. Behind every quote is a set of decisions about how long something will take, who needs to be involved and what the tangible deliverables will be.
Whether it’s a small project or a full brand overhaul, every agency starts with the same essential question: “What are we actually being asked to deliver?” Everything flows from there.
Step one: the proposal lands
*Boing* *Thud* (That is the proposal landing.)
This is where the relationship begins. You share the brief, the vision and the challenges. We read it, we pull it apart, we look at the shape, scale and ambitions of the project and then respond with how we would approach it.
Before we talk about numbers, we talk about method. And for Silverback, that method is always our four-part Troopwork® process:
Discover. Design. Develop. Deliver.
It’s the foundation of every project, and it’s what informs every line in your proposal.
Discovery is where pricing becomes real
Discovery helps us understand:
- How many meetings will be required
- How many stakeholders need to be involved
- The complexity of the problem you’re trying to solve
- The range of outputs (brand, digital, campaigns, all of the above?)
- Whether research, reports or workshops are needed
- The level of creative direction or strategy required
Only once we know this can we move from shaping the work to pricing the work.
From process to line items
Each stage of Troopwork® comes with clear outcomes and deliverables. These become the line items in your proposal. Silverback proposals outline clear, tangible deliverables rather than vague promises.
These might include a brand audit report, a discovery workshop, creative territories, brand identity routes, website wireframes, UI design, copywriting, campaign asset packs, defined rounds of amends and refinement, and finally, the complete delivery and supply of all agreed files.
Nothing vague. Nothing assumed. Nothing hidden.
Rounds, amends and scope
We also make clear what’s included, such as how many rounds of amends, what we supply, and what would fall outside the original scope. That way, you always know where you stand, and these are none of those gingerly “Can we have a quick chat about the budget?” emails on a Sunday evening.
The payment structure (the simple part)
Our standard project structure is:
- 50 percent on engagement
- 25 percent halfway through or at an agreed milestone
- 25 percent on completion
It’s clean, predictable and ensures both sides stay aligned as the work progresses. If something emerges that sits outside the original scope? We get on the blower and we discuss it, price it clearly and agree it with you.
No surprises. No runaway invoices. No “How has this doubled, you crazy gorillas!?” moments.
What about retainers?
Retainers are a different model entirely, and a popular one for ongoing brand, comms and design needs.
They allow for:
- Predictable monthly costs
- Priority access
- Flexed workloads (some months heavy, some lighter)
- Long-term consistency across brand and communications
We offer packages, but we’re also flexible. Every business is different, so every retainer is shaped around the scale of your ambitions, your internal capacity and your budget.
Yes, we talk openly about budgets
Sometimes the best question isn’t, “How do you price?” It’s actually, “What’s your budget?”
Not because we want to stretch it, but because it helps us steer you towards what you really need. Conversations often reveal that a business isn’t looking for a full rebrand – they’re looking for clearer messaging. Or, not a full website rebuild, but a UX fix. Or, not 12 months on a retainer, but 40 hours to get momentum.
Budget discussions aren’t awkward for us. They’re practical, transparent and often the quickest route to the right solution.
So, how do we structure pricing?
With clarity. With strategy. With process. With outcomes you can see, track and measure.
Our pricing reflects our experience, our people, our tools and the standards we set for ourselves. It reflects 15 years of agency life (and 10 years before that) poured into a method that works – every single time.
We don’t aim to be the cheapest or the most expensive. We aim to be the clearest, the fairest and the most collaborative and creative partner you work with.
If you want a pricing model that moves at the speed of your ambition, whether project or retainer-based, let’s talk.
Do you have a particular question you’d like answered? We know it’s a jungle out there, so we’d love to shed some light on the full agency process. Submit your question here…
