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15% still used for smaller buys, but you'll frequently see much lower for larger buys. and if you're buying media for MacDonalds they'll pay you in revolting processed meat and you'll be grateful they gave you anything.
Used to be 15% - i used to try to estimate hours plus margin and use that to get to a %
If it’s large, you may want to negotiate fees that aren’t fixed to the buy. This can be made very reasonable to the client, too, if you can tie level of service to the value of the outcomes, rather than the framing of the spend being their level of service.
So you could say, tell them that to achieve desired goal, we need to have 1/2 a director, a full manager, etc (depending on spend). And then you could start to chat about the % fee, even framing the fee as less than the standard.
It saves you from massive swings in budget while still giving the client the strategic help they will need