WHITO GLOSSARY · MEASURED DEFINITIONS
A published list of what a supplier charges. 47 of 50 UK marketing agencies publish no price anywhere, only two publish a complete price list, and published SME retainers run £999 to £2,500 a month.
The number: UK Agency Pricing Transparency.
What it means in practice
A missing rate card is a pricing strategy. It means the price will be set after the seller has weighed you up, not before.
Ask for the rate card by name. If none exists, bring the published market figures and make those the anchor instead.
Whito stage: Any stage. Use it before you sign anything.
The numbers to hold onto
- Only two of 50 UK agencies publish a complete price list. UK Agency Pricing Transparency.
- Published SME retainers run £999 to £2,500 a month. UK Agency Pricing Transparency.
- Agencies that publish day rates charge £895 to £1,125. Freelance vs Agency Day Rates.
Where to go next
- UK agency pricing transparency, the study
- Every published price on one table
- Check any quote against the band
Related: Photography day rate, Advertising ROI, Search advertising