A common question, usually answered wrongly. The choice isn't about price — it's about whether this work has an end date.
The core difference
| Retainer | Project | |
|---|---|---|
| Nature of work | Ongoing, no end date | Defined start and finish |
| Examples | Social, ads, SEO | Identity, website, launch |
| Output | Performance that improves over time | A specific deliverable |
| Cost | Recurring monthly | One-off total |
| Commitment | Continuous, with notice | Ends on delivery |
| Advantage | Continuity and compounding | Clarity and boundaries |
When a retainer is right
Work that is inherently ongoing can't be packaged as a project. Ads need daily optimisation; social needs consistent presence; SEO compounds over months.
- Paid advertising — continuous optimisation is the work itself.
- Social media management — interruptions destroy momentum.
- SEO — it compounds; stopping stops the compounding.
- Community management — replies have to happen daily.
An ad campaign nobody optimises quietly gets more expensive. That's why ads can't be a project that ends.
When a project is right
- Visual identity — a clear start, finish and handover.
- Website or app — the same.
- Launch campaign — anchored to a specific date.
- Photo or video shoot — defined days.
- An event — a single night.
The smart sequence: start with a project
If you're unsure about an agency, start with a defined project. You test the work, the communication and whether deadlines are met — at limited scope and lower risk. If it goes well, move to a retainer.
That's far smarter than signing a year-long commitment with an agency you've never worked with.
Common mistakes
1. Running ongoing work as repeated projects
Some companies commission a “campaign” every two months as a separate project. It costs more in total and destroys accumulated learning — each time, the account effectively restarts.
2. Signing an annual retainer untested
A long commitment with no exit clause traps you in a relationship that isn't working. Three months is a reasonable minimum, then monthly or quarterly.
3. Expecting retainer outcomes from a project
A one-month launch campaign won't build SEO or an audience. If you want continuous growth, that's continuous work.
The deciding question
Ask yourself one thing: if we stopped this work in a month, would the result persist or stop?
Persists (identity, website, video) → project. Stops (ads, social, SEO) → retainer.
We publish pricing for both — monthly services and one-off projects, each with what's included.
What's the difference between a retainer and a project?
A retainer is ongoing work with no end date — social, ads, SEO. A project has a start, an end and a defined deliverable — an identity, a website, a launch campaign. The difference isn't price; it's the nature of the work.
Which is cheaper?
A project costs less in total because it's bounded. But if your need is ongoing, repeating projects works out more expensive than a retainer — and costs you the continuity that makes performance improve over time.
Can I start with a project then move to a retainer?
Yes, and it's often the smartest sequence. Start with a defined project to test the work and the relationship, then move to a retainer if the result convinces you.