Retainer contracts, where agencies are signed up to deliver creative and media services in the long term, has steadily given way to short-duration projects as clients seek greater control on their budgets. As clients splinter their marketing needs into smaller fragments (ecommerce, data, consulting, analytics), besides conventional services, business is getting pushed more into short-term projects.

Kasper Aakerlund, president at UM APAC, says it may be harder to dislodge long-term media buying and planning contracts and break them down into shorter project remits. Instead, what the agency is seeing is growing demand for projects for its newer services such as technology consulting, gaming, and ecommerce, from both new and established clients.

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