Clients’ fear of retainer model means agencies need to be ‘leaner’ says Sphere boss

Michael Abdul

Advertisers are becoming “petrified of a retainer” relationship with their agencies according to Sphere Agency founder Michael Abdul, who says he has reshaped his offering to take advantage of the project briefs coming to the table.

Abdul told Mumbrella the agency has spent the last 12 to 18 months remodelling the agency structure after realising it was no longer “relevant and effective and what clients actually need and want in terms of environment”.

“To be honest what we’ve been seeing and hearing for the last 18 months or so is clients are petrified of the old retainer model,” he added, pointing to moves by big brands to reevaluate their relationships.