In 2025, we have observed that the traditional way of working with agencies is transforming. Subscription-based models are now reshaping how brands and marketing agencies collaborate. Just like the tech industry saw a shift with SaaS, subscription models are now making their mark in the advertising world. Retainers, productized services, and performance-based billing are becoming key to creating predictable revenue for agencies and long term value for brands. But why should brands jump on this trend?

The Benefits of Subscription Models for Brands

Gone are the days of constantly negotiating fees for each project. Subscription-based models allow brands to pay a fixed monthly fee for ongoing services, providing consistent access to expertise. This shift means brands can focus on long-term growth instead of tactical, short-term campaigns. For example, HubSpot employs a subscription model for its marketing services, providing continuous support and expertise without the need for renegotiation every time a new project arises. Brands get a seamless experience and deeper, more strategic relationships with agencies.

Productized Services: Transparency and Clarity

Another exciting trend is productized services. Agencies now offer standardized solutions like SEO optimization, social media management, or content marketing. Brands love this approach because it’s clear, easy to understand, and streamlined. For example, Hootsuite offers productized services for social media management, where clients can choose from set packages that fit their needs. This makes the decision-making process simpler and ensures there are no hidden surprises in the pricing.

Performance-Based Billing: Pay for Results

Performance-based billing is a win-win for both brands and agencies. Brands only pay based on actual results like conversion rates, click-through rates, or lead generation. For instance, Coca-Cola’s recent campaign with a performance-based model focused on real time engagement and sales rather than just brand awareness. This aligns the agency’s incentives with the brand’s objectives, ensuring both parties stay motivated to achieve success. This model ensures both parties are invested in the outcome. 

We at The Social Lions, one of the top marketing agencies in India, are flexible in terms of our offerings and pick up projects only when there is absolute clarity in terms of deliverables and desired outcomes. Reach out to us if you are interested in getting yourself a major digital transformation.