For decades, marketing agencies have operated in one of two broken systems: flat retainers that crush scale, or “performance-based” ops, that eat into profits.
What Vyra’s doing isn’t “performance-based” or “retainer.” It’s a third model entirely — an economic framework built around ratio logic — the relationship between effort and amplification. A structure based on proportional economics — where the cost of management scales naturally with the size of the ad budget. Vyra charges a simple 10% of ad spend, not as a “performance fee,” but as the optimal ratio between labor intensity and media scale.
Why It Matters
In marketing, there’s always been a disconnect between how much effort is applied and how much money is in play. Businesses waste fortunes either underpaying people to manage huge budgets, or overpaying agencies to manage tiny ones.
“If you spend $100,000 on ads, it’s insane to pay someone $300 to manage it,” said Jared Mattingly, Founder of Vyra.
“But it’s just as stupid to pay $5,000 for an agency to run $1,000 in ads. There’s a natural equilibrium point — and we found it. It’s about balance, not buzzwords.”
The 10% Rule
Vyra’s 10% model is rooted in economic efficiency, not marketing trends. The firm sees marketing as a system — half execution, half amplification — and believes both sides should scale together.
When ad spend grows, so does the complexity of targeting, optimization, and creative management. The 10% rule ensures resources expand in direct proportion to the challenge.
A System Built on Logic
Vyra’s technology stack blends automation with human judgment — real-time optimization across Google, Meta, YouTube, and TikTok — allowing the company to handle enterprise-level campaigns while maintaining precision.
But at its core, the model isn’t about technology; it’s about rethinking the math of marketing.
“We’re not a ‘performance agency.’ We’re not a ‘retainer shop,’” Mattingly said. “We’re defining the third model — the balanced system between skill and spend.”
Redefining Efficiency
The firm plans to scale its approach into a unified command platform launching in 2026, providing clients with transparent, real-time oversight of both spend and management efficiency. Vyra’s long-term goal: normalize the 10% principle as the new baseline for marketing economics.