ISBA announce strategic alliance with PwC to build trust in advertising

15 September 2017
ISBA announce partnership with PwC to assist on key discussions around transparency and accountability in media.

Today ISBA has announced it will be working with PwC to create greater transparency and accountability in media.

One of the first major projects is to work together to develop the ISBA framework media services contract, furthering industry wide adoption, improving trust and transparency and hence strengthening client & agency partnerships. The framework contract was launched last year and version two is planned to be released early 2018.

In addition PwC will work with ISBA to share their considerable expertise across assurance, ad-tech and audience measurement with ISBA members.

The strategic alliance, which is for an initial one year period, was driven by ISBA and PwC’s shared views on the issue of accountability in media. Both believe in a collaborative approach to find solutions which are in the best interest of all parties.

Commenting on the partnership Director General of ISBA, Phil Smith commented “Transparency and accountability are critically important issues for our members. Having the expertise PwC can bring will ensure we are giving them the very best, practicable guidance possible.”

Sam Tomlinson Head of PwC’s media assurance practice said "Our aim is to find industry-wide solutions to industry-wide issues, focused on looking forwards not backwards. PwC's growing Media Assurance practice is a neutral, independent party committed to delivering trust and transparency across the advertising ecosystem, to the mutual benefit of advertisers, agencies, ad-tech, and media owners.  Trust in the advertising ecosystem will drive growth in advertising."


Notes to editors

The Framework Media Services Contract was launched April 26 2016 to ISBA members.

ISBA worked closely with their members, expert lawyers and experienced media consultants to surface current key issues, some elements of which were starting to undermine the trust between clients and their media agencies. 

The initiative was supported by five mainstream media consultants (MediaSense, Ebiquity, ID Comms, Firmdecisions, and Financial Progression). 

In April 2017 the framework achieved international recognition, receiving a prestigious World Federation of Advertisers (WFA) President’s award for industry leadership.

Press Contact:
Abi Slater Director of Communications

T: 020 7291 9020 M: 07917 048835

ISBA 12 Henrietta Street, Covent Garden, London, WC2E 8LH

Follow us on Twitter: @isbasays

About ISBA
ISBA represents the leading UK advertisers. We champion the needs of marketers through advocacy. We influence necessary change, speaking with one voice to all stakeholders including agencies, regulators, platform owners and government. Our members include the UK’s biggest brands.
ISBA is the voice of the advertiser in the UK Advertising Association tripartite. They are the advertisers’ representative on CAP and BCAP the UK advertising code body. ISBA represents UK advertisers in the WFA and ISBA's Director General, Phil Smith sits on the Executive Committee and the National Associations Council.

About PwC
At PwC, our purpose is to build trust in society and solve important problems. We’re a network of firms in 157 countries with more than 223,000 people who are committed to delivering quality in assurance, advisory and tax services. Find out more and tell us what matters to you by visiting us at

PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see for further details.
© 2017 PwC. All rights reserved

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