WHITO GLOSSARY · MEASURED DEFINITIONS
One sum: divide a monthly fee by a published day rate to see how many days of work the fee can possibly contain. The published rates that power it: £418 a day freelance, £895 to £1,125 agency.
The number: UK Marketing Prices Compared.
What it means in practice
Retainers survive on vagueness. The days-a-month test removes it with one division, and the seller does not need to be in the room.
Divide the monthly fee by a published day rate. If the answer is half a day, you are paying for availability, not work. Sometimes that is fine. It should never be a surprise.
Whito stage: Any stage. Use it before you sign anything.
The numbers to hold onto
- The rates that power the sum: £418 a day freelance, £895 to £1,125 agency. Freelance vs Agency Day Rates.
- For social media management, £2,000 a month sits near the top of the published range; for PR it is the bottom rung. UK Marketing Prices Compared.
Where to go next
- UK marketing prices compared, where the test lives
- Freelance vs agency day rates
- Check a retainer with the calculator
Related: The register-confirmed share, The unevidenced aisle, The priced-in-print range