Compare a common scope
Ask every agency to price the same countries, audiences, outputs, timing and responsibilities. A broad global promise cannot be compared with a defined pilot.
Distinguish strategy from delivery
Research, positioning and channel planning are different from content production, media buying, PR and daily optimisation. Separate fees reveal what is essential and what can scale later.
Identify central and local work
A central team can protect brand consistency while local specialists verify language, culture, channels and evidence. The proposal should name both roles and their approval process.
Expose pass-through costs
Media, creators, translations, events, travel, tools and partner agencies need approval rules and mark-up disclosure. Paid distribution should never be presented as earned editorial coverage.
Measure commercial progress
Use qualified demand, conversion, contribution margin, message accuracy and partner performance alongside attention metrics. Reporting should lead to decisions about budget and market priority.
How ICON IMAGE structures budgets
ICON IMAGE connects international strategy, local validation and coordinated execution, building a phased budget with explicit assumptions and decision gates.
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