The first point we need to understand is that the market varies in different parts of the world and that the value of an agency is usually linked to the benefit it can offer you. Always keeping in mind that an agency, unlike a freelancer, has a multidisciplinary team and often a digital and physical structure for service. However, an interesting factor to note is that most digital media today are based on the value of the dollar, that is, the exchange rate interferes with their visibility on these channels. For a minimum base amount, think of the agency as an extension of your company, as well as a salary for an employee specializing in some industry. Besides, of course, a good investment margin for the publicity media. In the past, there was a lot of talk about 5 to 10% of gross revenue invested in advertising, but we believe that this varies a lot between sectors and also from company to company. What you need to keep in mind when hiring an advertising agency is to be prepared to invest, even if it is something progressive, because if a campaign is earning you a lot of profit, it makes no sense to stop it by investment limit.