As the co-founder of Future Mercury, a Goa-based integrated advertising and digital agency working with both regional and national brands, I’ve seen this pattern repeat itself far too often—agencies charging less, doing more, and still being questioned on value.

Goa is a unique market. On one hand, brands want world-class work. On the other, they often expect it at rates that don’t reflect the thinking, experience, and effort required. This pricing pressure has quietly become the norm, and at Future Mercury, we’ve seen firsthand how it impacts agencies and brands alike.

Why Agencies in Goa End Up Charging Less

1. The “Small Market” Perception

There’s a common belief that because Goa is geographically small, marketing should cost less. But creativity, strategy, technology, and execution don’t become cheaper because of pin codes.

At Future Mercury, whether we’re building a brand strategy, executing digital campaigns, or producing content, the expertise required remains the same—sometimes even more—given Goa’s seasonal businesses and highly competitive sectors like hospitality, gaming, and real estate.

2. Over-comparison and Undervaluation

Many brands compare agencies based on how many posts they get or how low the monthly retainer is, not on what the marketing is actually meant to achieve—visibility, credibility, leads, and long-term brand equity.

This pushes agencies into selling tasks instead of outcomes.
At Future Mercury, we’ve consciously moved away from this approach.

3. Fear of Losing the Client

Especially in Goa’s close-knit business ecosystem, agencies often underprice out of fear:
“If we don’t agree, someone else will.”

Early on, Future Mercury faced the same pressure. Over time, we realised that under-pricing only leads to unsustainable retainers, stretched teams, and diluted thinking.

4. Lack of Planning on the Client Side

One of the biggest challenges we encounter at Future Mercury is limited or last-minute planning. Marketing is expected to perform without clear timelines, defined budgets, or long-term direction—while retainers remain static.

This creates stress, inefficiency, and eventually dissatisfaction on both sides.

The Real Cost of Charging Less

When agencies charge less, the cost shows up elsewhere:

• Burnt-out teams
• Compromised creative quality
• Reactive execution instead of strategy
• Agencies being treated as vendors instead of partners

At Future Mercury, we’ve learned that lower-paying clients often demand more time, faster turnarounds, and unlimited revisions, without understanding the strategic effort involved.

Why Future Mercury Is Moving Toward a Premium Retainer Model

At Future Mercury, we’ve made a conscious decision—we don’t want to be service providers; we want to be brand partners.

Here’s what that shift looks like for us:

1. Selling Outcomes, Not Deliverables

We no longer sell posts, ads, or websites in isolation.

At Future Mercury, we sell clarity, consistency, performance, and growth—because that’s what actually drives business results in Goa’s competitive landscape.

2. Specialising in Industries That Matter

Goa isn’t short on opportunity—it’s full of focused ones.

Future Mercury works closely with hospitality, gaming, lifestyle, real estate, and premium service brands where insight and experience matter more than volume.

Specialisation allows us to charge for understanding—not just execution.

3. Strategic Ownership Over Execution

Premium retainers come from taking responsibility—for strategy, direction, and long-term thinking.

When clients rely on Future Mercury’s perspective and not just our output, pricing becomes a conversation—not a negotiation.

4. Clear Scope, Clear Boundaries

A premium retainer works only when expectations are clearly defined.

At Future Mercury, structured scopes, timelines, and review cycles help protect both the client and the team—creating healthier, more productive partnerships.

5. Choosing the Right Clients

Every brand isn’t meant to be a fit—and that’s okay.

One of the biggest lessons at Future Mercury has been learning to say no to misaligned projects, so we can say yes to work that creates real, measurable impact.

A Message from Future Mercury to Brands

Good marketing isn’t an expense—it’s a long-term investment.
Cheap marketing often leads to expensive corrections.

Agencies don’t charge less because their work lacks value.
They charge less because under-pricing has been normalised.

The Way Forward

Goa is evolving—not just as a lifestyle destination, but as a serious creative and entrepreneurial ecosystem.

Future Mercury believes that agencies here are fully capable of delivering national-level thinking, execution, and results. Sustainable growth—for agencies and brands—will only happen when value replaces volume.

Premium retainers aren’t about charging more.
They’re about working better—for the brand, the team, and the long run.