Budget builders — What is your agency’s typical budget percentage split between agency fees and production budget? Are you holding as much as 40% for agency fees?

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These costs are rarely tabled at the same time, so the split isn’t often something dwelled on. It also varies massively on channel and task. Brand repositioning could be 90% fee. TV as low as 30% fee. Social somewhere in the middle.
On an annual average 40% doesn’t sound too far off.

There is no “typical” it depends entirely on the project

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