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Ask for 20% whilst setting out the case for why you’ve earned it. You’ll probably end up with 10-15%.
In my experience, if you want a substantial raise you either need to win a major award, get promoted or move to another agency.
I've been freelance for a while though, maybe things have changed in that respect, but I've never spoken to anyone who got bumped more than 10% without meeting those above three conditions. Usually 5% or less.