Legal Insights on the Advertiser/Agency Contract

ANA reference guide provides invaluable legal insights for today's marketers

Robin Webster
ANA

Based on the number of inquiries received by ANA's Information Resource Center, advertisers seem to have a great many questions about best practices in agency contracts. While the details of agency compensation will vary widely from company to company, there are a number of other areas often overlooked which can come back to haunt the marketer who fails to think through the legal repercussions of the advertiser/agency relationship.

In early fall, ANA will publish a revised version of Doug Wood's book, 'Please Be Ad-Vised'. Doug Wood is an executive partner at New York law firm Hall Dickler Kent Friedman & Wood LLP. While this legal guide for the advertising industry covers a full range of advertising-related topics discussed in a language marketers can understand, there is a specific chapter devoted to Agency Contracts. The following are several excerpts from the forthcoming edition which deal with some of the potentially stickier contract issues: The following excerpts are from 'Please Be Ad-Vised', Chapter 15.