Retainers, Proposals and Approvals for Marketing Agencies
Marketing agencies juggle retainers, project proposals, freelancer agreements, influencer contracts and a constant stream of client approvals. The agencies that grow are the ones that turn a verbal yes into a signed agreement quickly and keep every approval on record. Codec Document helps agencies do both, with branded documents that look as good as the work they sell.
Retainers erode when the scope is not written down
A monthly retainer that says social media management can mean eight posts or eighty. When the scope is vague, clients ask for more every month, and the agency either absorbs the work or has an uncomfortable conversation. Approvals are the other risk: a client who approved an ad by replying thumbs up in a chat may later say they never approved the final version. Written scope and signed approvals protect the margin and the relationship.
How it helps marketing agencies
Proposals clients approve with a signature
A branded proposal with deliverables, timeline and price that becomes the agreement when the client signs.
Retainers with a defined scope
Number of deliverables, hours included, response times and what counts as out of scope, stated in the retainer the client signs.
Influencer and creator agreements
Deliverables, posting dates, usage rights and disclosure obligations, signed by each creator before the campaign starts.
Freelancer and subcontractor agreements
Copywriters, designers and media buyers who work on client accounts sign confidentiality and IP terms before they get access.
Endorsements must be disclosed, and contracts should say so
The FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising, 16 C.F.R. Part 255, require that material connections between an advertiser and an endorser be clearly disclosed. Agencies that run influencer campaigns commonly require creators to follow those disclosure rules in their contracts. Ownership of creative work made by independent contractors generally stays with the creator unless transferred in a signed writing, under 17 U.S.C. § 204(a). Electronic signatures satisfy writing requirements under the ESIGN Act, 15 U.S.C. § 7001.
The approved ad that was not approved
A small agency in Austin ran a paid campaign after a client marketing manager approved the creative in a chat. The client CEO later objected to one claim in the ad and refused to pay for the media spend. The agency now sends final creative for approval as a document the client signs. The next time a question came up, the signed approval with its timestamp settled it in one email.
What to put in writing with every client
- The monthly deliverables in numbers, such as posts, campaigns or hours.
- The approval process for creative, and that silence is not approval.
- Who pays for media spend, and whether it is billed through the agency.
- Ownership of creative, accounts and ad data when the relationship ends.
- Notice required to end the retainer and the fee for work in progress.
- Compliance duties for influencer disclosures and claims in ads.
Questions people ask about this
Can I brand proposals with my agency logo?
Yes. Your logo, colors and company details appear on proposals and contracts.
Can influencers sign from their phones?
Yes. Creators receive a link and sign in the browser, which is how most of them prefer to work.
Can I white-label the signing experience for clients?
Yes. White-label options let agencies present signing under their own brand.
Can multiple people on the client side approve?
Yes. Add each approver as a signer and track who has signed.
What happens to ad accounts and creative when a client leaves?
It depends entirely on the contract. Many agencies state that the client owns ad accounts, pages and paid creative once invoices are paid, while the agency keeps its internal templates and processes. Writing this down at the start avoids the most uncomfortable conversation in agency life: a departing client asking for logins you consider your own.