Most disputes between businesses and their marketing agencies are not about quality. They are about a difference of opinion on what the monthly fee was supposed to cover. Almost all of it is avoidable by writing two lists before signing: what is included, and what is not.

What a retainer normally includes

Strategy and planning. The thinking that decides where budget goes, which channels run and what the priorities are. This should include a documented plan you can read, not just a conversation.

Campaign management. The ongoing work of running whatever channels are in scope: building and adjusting campaigns, managing budgets, testing, and fixing what breaks.

Content and creative production. The volume varies enormously and is worth pinning down. "Social media management" might mean twelve posts a month or thirty, with or without original photography.

Reporting. Monthly at minimum, and it should show enquiries and revenue rather than only impressions and clicks.

Access to the team. Scheduled calls and reasonable responsiveness between them. Worth clarifying who you actually speak to.

What it normally excludes

Four exclusions cause almost every disagreement, and none of them is unreasonable once stated up front.

Advertising spend. The retainer pays the agency. The money that goes to Google, Meta or TikTok is separate and usually billed to your own card. A R10,000 retainer with R20,000 of ad spend is a R30,000 monthly commitment, and people are routinely surprised by this.

Software and licences. Email platforms, scheduling tools, SEO software, stock imagery, landing page builders. Some agencies absorb these, many pass them through.

Once-off project work. A website build, a brand identity, a photography shoot. These sit outside an ongoing retainer and are quoted separately.

Paid content production. Influencer fees, creator payments, video production, professional photography. The retainer may cover organising it; it rarely covers paying for it.

Working out the hours you are buying

Not every agency discloses hours, but you can estimate well enough. Divide the monthly fee by a realistic blended rate of R700 to R1,000 an hour.

Monthly retainer	Implied hours	Realistically covers
R6,000	6 to 9	One channel done properly
R15,000	15 to 21	Two to three channels with real optimisation
R25,000	25 to 36	Multi-channel with content production and strategy time
R50,000	50 to 71	Full-service programme with senior involvement throughout

This is the most useful test of whether a proposal is realistic. If an agency offers SEO, Google Ads, three social platforms, email marketing and monthly blogs for R6,000, the arithmetic says roughly seven hours across five disciplines. Something in that list is not actually being done.

Questions worth asking before signing

Who specifically does the work, and what is their experience? What exactly is produced each month, in countable terms? Is ad spend included or separate? Which software licences do we pay for? What is the notice period? Who owns the accounts and the work if we leave? How often is scope reviewed?

An agency that answers all seven clearly and in writing is one you can plan around.

Reviewing it as you go

The right mix in month one is rarely still right in month nine. A channel that was working may saturate; a new opportunity may open. Quarterly scope reviews keep the retainer pointed at what matters instead of running on habit.

This is also where month-to-month agreements earn their value. If scope can be adjusted at the next cycle, the review is a genuine conversation rather than a negotiation against a contract you cannot leave.

Juicy Designs retainers start at R6,000 per month, month-to-month with no lock-in, with advertising spend billed at cost. See full pricing, or compare retainer, project and hourly billing if you have not settled on a model yet.

Frequently asked questions

What is included in a marketing retainer?

A typical South African retainer covers strategy, campaign management, content or creative production, reporting and access to the team. It normally excludes advertising spend, software licences, once-off project work and paid content production such as photography or influencer fees. Both lists should be written into the agreement.

Is advertising spend included in the retainer?

Almost never, and this is the most common misunderstanding. The retainer pays the agency for managing your campaigns. The money paid to Google, Meta or TikTok is separate and usually billed directly to you. Confirm which applies before signing.

How many hours should a retainer include?

Not all agencies disclose hours, but you can estimate. Divide the fee by a realistic blended rate of R700 to R1,000 an hour. A R6,000 retainer implies roughly six to nine hours a month, which is enough for one channel done properly and not enough for four.

What happens if we do not use the full retainer?

Practice varies and it should be written down. Some agencies roll unused hours forward for a limited period, most do not. Retainers are generally priced on availability and continuity rather than strict hours, so treat rollover as a bonus rather than an entitlement.

Can we change the scope mid-contract?

With a month-to-month agreement, yes, usually at the next monthly cycle. Scope should be reviewed quarterly in any case, because the right mix in month one is rarely still the right mix in month nine.