Pricing and quotation guide
Campaign creative design cost
Campaign creative has two cost parts: developing the idea and producing the assets. Developing the idea covers the brief, key visual concepts and the message sheet. Producing assets depends on how many channels, sizes and variants are on the adaptation list, whether photography or illustration is commissioned and whether print is involved. Late changes to offer details add cost unless they are planned for. Media spend and campaign management are separate.
This page covers cost drivers, campaign sizes, pricing approaches, the adaptation list, comparing quotes and judging value.
Illustrative diagram
What drives campaign creative cost
- Concepts
- More directions explored, more design time.
- Channels and assets
- Every item on the adaptation list is made and checked.
- Variants
- Test versions multiply ad assets.
- Photography or illustration
- Commissioned images add a separate cost.
- Print-ready files and proofs add work.
Costs paid to third parties (separate from our fees)
- Media and ad spend
- Printing
- Photographer or illustrator fees
- Image, font and music licences
Ask for the quote to list assets from the adaptation list, so counts are clear.
Campaign sizes compared
| Campaign | Typical scope | Relative cost |
|---|---|---|
| Small | Key visual from existing images, social and email assets | Lower |
| Standard | Concepts, social, ads, email and website assets | Moderate |
| Large | Commissioned photography, many variants, print | Higher |
How campaign creative is priced
Concept fee plus production
Suits you when
- Idea not yet decided
Watch out for
- Concepts included
- Production rates per asset
Fixed price for a set
Suits you when
- Adaptation list agreed
Watch out for
- Asset count
- Revision rounds
Day rate
Suits you when
- Fast-moving campaigns with changes
Watch out for
- Estimate of days
- Reporting of time
The cost of the idea
Concept work can be a smaller part of the total than production, yet it shapes the whole result. Paying for two or three concepts, each shown in a couple of channels, helps you choose well. A low concept fee that shows one idea only leaves little choice.
Counting from the adaptation list
The adaptation list is the most reliable basis for a production quote. Each asset, by channel, size and variant, can be counted and priced. Before agreeing it, check with channel owners which assets will really be used; removing unused items is the easiest way to reduce cost.
Example: a standard campaign for a garden centre
Illustrative example — not a client case study
Situation: A garden centre plans a spring event promoted on social, email, its website and by poster.
- A concept fee covers three directions shown as a post and a poster.
- Production is quoted from a list of fourteen assets, including one poster.
- One round of late changes to dates and prices is included.
What this shows: The quote separated the idea, the assets and late changes. This example is illustrative.
Late changes
Offer details can change near launch, and each change may touch every asset. Agree at the start how many rounds of late changes are included and how further changes are priced. A clear source sheet keeps the work quick, because every asset is updated from one place.
Comparing quotes
Check the number of concepts, the asset count from the adaptation list, variants, whether photography or illustration is included, print preparation, revision and late-change rounds, file naming and handover, licences and who owns the masters.
Judging the value
Judge campaign creative on whether the campaign looked consistent everywhere, whether assets arrived on time and in the right shapes, whether offer details matched and whether the key visual could be reused. Campaign results also depend on offer, timing and spend. Note which assets were used and which went unused, so the next adaptation list can be trimmed.
Keeping the cost down
Use existing photography where it fits, limit the adaptation list to channels you will use, keep variants to those you will test and settle offer details before production. Reuse the key visual for follow-up campaigns.
Reusing the key visual
A strong key visual can carry a campaign into a second phase, a follow-up offer or next year's version of the same event. Ask for master files that can be adapted later, and keep the source sheet and adaptation list as a template. Later campaigns built on the same idea can cost noticeably less than starting again.
Commissioned images
A dedicated photoshoot or illustration gives the campaign images nobody else has, but adds fees and licences. Check that licences cover every channel on the adaptation list, including advertising and print, and how long the images may be used. Budget for usage beyond the campaign if you may reuse the images in later campaigns or on your website.
Questions about campaign creative design cost
What affects campaign creative cost?
Concepts, channels and assets, variants, commissioned images and print.
Why separate concept and production?
So you can see what the idea costs and what each asset costs.
How are assets counted?
From the adaptation list, by channel, size and variant.
Are late changes included?
Agree how many rounds are included at the start.
Is media spend included?
No; media spend and campaign management are separate.
How do we judge campaign creative?
Consistency, timely delivery, matching details and reusability.
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