Advertiser/Agency Contracts - Guidelines to help you develop, negotiate, draft, and finalize contractual agreements

Kathleen Hunter, ANA vp, discusses industry standards on agency-client contractual agreements in this 2009 article.

Advertiser/Agency Contracts – Guidelines to help you develop, negotiate, draft, and finalize contractual agreements

Q We are about to enter into the contract development process with a new ad agency. Could you provide insight into industry standards for contractual agreements, particularly related to structuring negotiations? And how can we be sure we are not overlooking important contract elements?

ADeveloping a sound contract provides a solid foundation for a successful client/agency relationship. Each party must understand what is expected of them. The advertiser needs to know what it will receive in return for the money it spends for advertising...

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