Creative Agency Transparency

OVERVIEW

Financial and operating transparency is an issue which is often overlooked when appointing creative agencies.

Many of them (particularly when they are part of the largest global groups) adopt similar non-transparent practices to those operated by their related media agencies.

CREDENTIALS

25 years of agency-side experience, advising WPP, Publicis, IPG and independent creative agencies. Client side from 2020 advising global advertisers and industry bodies.

Authored:

• ISBA’s Media Services Framework templates 2021 and 2025.
• WFA’s guide to global media agency contracts.
• ISBA recommended terms relating to use of Generative AI (2024)

SERVICES

Bridging the gaps between legal, marketing and procurement functions.

Negotiations. Drafting contracts and commercial schedules. Assisting advertisers in addressing agency contract non-compliance and identifying non-transparent practices. Providing industry expertise and know-how.

Support for in-house legal teams

In-house legal teams generally have a sound understanding of creative agency agreements. However, the non-transparent practices which are such a problem when appointing media agencies are rarely considered or addressed in creative agency agreements. This presents an opportunity for in-house legal to generate substantial cost savings for the business.