What it means
Most agencies are designed to keep you reliant on them — the longer you cannot run marketing without them, the longer the retainer. The Transfer Model inverts that. It runs in three phases: Build the strategy, stack, and channels for your business; Run it embedded with your team, shipping and iterating weekly; Transfer ownership through playbooks, SOPs, and on-the-job training so your people own the engine and the results.
Why it matters
You keep the system, the data, and the capability — not just a folder of deliverables. It aligns the agency''s incentive with your independence instead of your dependence, which is the opposite of how the industry usually works.