Pricing · most asked
▸Why is ITW cheaper than the big agencies for the same asset?
01 · asked 247×
We don't carry the overhead of a 600-person agency, and we don't have a media-buying arm that needs to hit volume targets. Our fee is 6–9% fixed — not the 12–18% margin-stack most buyers are used to. You pay the property owner the actual clearing price. The difference goes back to you.
▸Are your rate cards the real price, or a starting number?
02 · asked 194×
Real. Band medians come from the last 4 quarters of actual cleared deals across our desk, refreshed every quarter. The band you'll pay inside — that's the negotiation. But the midpoint is the midpoint.
▸Do you take a cut on talent fees?
03 · asked 168×
No. The fee on the rate card is what the talent receives, minus their agent's cut if they have one. We make our money on the service layer — brief, shortlist, contract, manage — not on markup.
Process
▸How long does a first buy take, start to signed?
04 · asked 142×
For a D or C-band self-serve asset via the marketplace: same day. For A-band and above: 14–28 days from first brief to signed term-sheet, depending on category exclusivity negotiations. S-band titles average 6 weeks. If you need it faster, ask — we've done 5 days to signed for a cricket tent-pole twice in the last year.
▸What if we already work with another sponsorship agency?
05 · asked 118×
Most of our clients do. We frequently run alongside a primary agency as a specialist layer on specific categories (often cricket, or talent, or creator IP). The marketplace also works if you want to buy a single asset without putting it through your existing partner.
▸Can you just sell the asset, no service?
06 · asked 92×
Yes, for anything B-band and below, via the marketplace. For A and above, we insist on at least a 2-week onboarding to ensure clean delivery. Execution failures are too common in this category.
Measurement
▸How do you actually measure ROAS on a sponsorship?
07 · asked 112×
Brand lift (pre/post surveys, n=3,000 minimum) plus search-lift, plus direct-attribution where there's a coupon/code/landing, plus our media-mix model that rolls sponsorship into the broader marketing P&L. Full methodology doc ships with every A-band-plus engagement. We'll also tell you when we don't know.
▸What's your shortfall protection clause, exactly?
08 · asked 84×
If the promised reach number misses by >15%, we make it up in free media the following season. It's triggered about 4% of the time. No other agency in India offers this. It's included by default in every deal above ₹2Cr.
AI
▸Is the AI actually doing anything, or is it theatre?
09 · asked 76×
Mostly the former. The AI does four things well: triaging inbound briefs, matching briefs to available inventory, drafting first-pass shortlists for category exclusivity, and building the delivery tracker. It does not set prices, negotiate, or write the final pitch. Humans still do that because the stakes reward the effort.
▸Does data I share with the AI get used to train anything?
10 · asked 58×
No. Client briefs never enter a training set. Our AI runs on per-tenant context only. Full DPA available on request.
Contracts
▸Do I have to sign a multi-year commitment?
11 · asked 52×
Rarely. Most buys are annual. Multi-year is only required when the property owner insists (most common in S-band titles), and you get 8–14% discount in exchange.
▸What happens if a league gets postponed or an athlete gets injured?
12 · asked 41×
Every contract has a force-majeure clause and a talent-substitution clause. Postponements are typically rescheduled with no additional cost. Talent injuries trigger a makegood: free additional posts, or a substitute athlete of equal fee band, your choice.