A good agency changes a year. It does not bring one job, it brings a series of jobs, often for several clients at once, and it negotiates less each time because it knows what it gets.

Where the agencies sit

Performance and social agencies concentrate in Hamburg, Berlin, Düsseldorf, Cologne and Munich. Hamburg and Düsseldorf are traditionally strong in classic advertising, Berlin in the younger performance shops, Munich in retail and consumer goods. For you that means the clients sit across the whole country, but the buyers sit in a handful of cities.

How agencies buy

They buy volume and reliability, not creativity at any price. An agency testing twenty variants for one client needs someone who delivers when they said they would. Deliver on time twice and the third job comes without a pitch.

What they pay

Usually slightly less per video than a direct client, but in series. That is a fair trade as long as two things hold: usage rights are priced separately, and the payment term is in writing.

What they will try to get for free

  • Extra edit variants for more channels. That is work, not a formality.
  • Unlimited revision rounds because the end client is undecided. Two rounds are fair, after that it is billed.
  • Raw footage for free reuse. That is a separate product with a separate price.
  • Extending the rights after they expire, without a new agreement.

How to approach an agency

Not through the general contact form. Find the person responsible for social or creator relations and write three sentences: niche, two samples, starting rate and delivery time. Agencies answer brevity.

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Frequently asked questions

Do agencies pay less?

Per video often yes, but regularly.

How many revisions are normal?

Two rounds, billed after that.

Should I hand over raw footage?

Only as a separate, priced line.

Who should I write to?

The person for social or creator relations, not the contact form.