Why More Brands Are Choosing the Branding Agency Retainer 2025 Model - And What It Means for 2026

Amy Caulfield
Oct 9
3 min read

As marketing teams plan ahead, the branding agency retainer 2025 model is emerging as the preferred approach for brands that want consistency, strategy, and creative depth without the stop-start of project-based work. The old model of hiring an agency for a single campaign or rebrand is starting to fade. In 2025, more brands - from scaling startups to global enterprises - have shifted to creative retainers: ongoing partnerships that provide consistency, agility, and creative depth.

And as we move into 2026, that shift is set to accelerate. With budgets tightening and expectations for speed and consistency increasing, long-term creative partnerships are quickly becoming the new standard.

This isn’t just about billing structure - it’s about how brands plan for creativity.

Two people discussing work over a tablet displaying "how we work." Papers and phones on a marble table. Business meeting setting.

The Retainer Revolution: From Deliverables to Direction

Traditional project-based work solves one problem at a time: a rebrand, a campaign, a website launch. Once it’s done, the creative momentum ends.

Retainers, on the other hand, build continuity and compound creative value. Marketing leaders no longer want to re-onboard new teams every quarter - they want a creative partner who understands their business, brand voice, and goals inside out.

According to Forrester’s 2024 Agency Outlook Report, over 58% of CMOs now maintain at least one agency on retainer, citing faster execution, deeper collaboration, and stronger brand consistency as key benefits.

“Brands no longer want stop-start creativity - they want a team that grows with them,” says strategist Rachel Blanchard of Brandverse Consulting. “A retainer relationship builds understanding, and that translates to sharper ideas and faster impact.”

The Branding Agency Retainer 2025 Model Explained

Why Retainers Outperform One-Off Projects

1. Consistency Across Every ChannelWhen each campaign is handled by a different agency, brand tone and visual identity often drift. Retainers ensure the same creative team builds, refines, and protects your brand every month - safeguarding coherence and quality.A Lucidpress Brand Consistency Study found that consistent branding can increase revenue by up to 33%, making retainers a direct driver of long-term growth.

2. Strategic ContinuityA one-off project is a moment. A retainer is momentum.Creative partners working long-term understand your internal processes, decision-makers, and data - so they can anticipate needs, plan proactively, and deliver at a higher strategic level.

3. Speed and EfficiencyRetainers eliminate the downtime of onboarding and briefing cycles. With shared tools, workflows, and context already in place, creative output becomes faster and more focused - something essential as businesses prepare for 2026’s increased competition and reduced timelines.

4. Predictable Budgets, Scalable ValueRetainers replace reactive cost spikes with consistent monthly investment. Finance teams love the predictability; marketing leaders love the flexibility to shift focus between design, film, and strategy without resetting budgets.

Who Benefits Most from a Creative Retainer

Retainers make the biggest impact for:

Scale-ups and enterprise teams managing multiple launches or campaigns a year
Global brands maintaining localised creative output across markets
CMOs and marketing leads who need strategy and execution aligned month-to-month
Companies investing in film, brand, and digital simultaneously

The Industry Is Moving - Fast

Top creative agencies have already transitioned to hybrid retainer models. Even traditionally campaign-focused firms like Wieden+Kennedy and Droga5 now maintain ongoing partnerships with long-term clients.

Research by R3 Global shows that retainers account for nearly 70% of total agency revenue among high-performing creative firms - proof that both agencies and clients benefit when creative relationships mature over time.

How the Retainer Model Works in Practice

At VMV.STUDIO, our version - called Tether - gives brands a consistent creative rhythm across design, film, and strategy.

Each month, clients access a dedicated team that flexes with their needs:

Brand identity and strategy one month
Campaign film production or motion design the next
Digital content systems and guidelines over time

No reset, no re-brief - just seamless creative partnership built on trust, agility, and shared ambition.

Looking Ahead to 2026

Heading into 2026, brands that prioritise long-term creative partnerships will have a measurable edge. With AI-assisted workflows, faster content cycles, and tighter marketing budgets, retainers provide structure and speed in an unpredictable landscape.

Creative retainers are no longer a convenience - they’re a competitive strategy.

The Takeaway

Project work builds campaigns.

Retainers build brands.

As we close out 2025 and look to 2026, the most ambitious companies are investing not just in creativity, but in creative consistency - and that’s where retainers redefine what it means to grow.