A year after its launch, ISBA’s framework contract for media services has received international recognition, receiving a prestigious World Federation of Advertisers (WFA) President’s award for industry leadership last week (29 April 2017).
Announced at the WFA gala dinner held during Global Marketer Week, the award acknowledges how the contract, launched in April 2016, has quickly made a real difference to marketers and has been emulated in a growing number of markets across the globe.
The contract is designed to help advertisers put in place new, more robust terms with their media agencies, to combat significant issues around transparency and adherence to industry standards.
With clauses outlining agency responsibilities related to digital measurement, metrics and standards, ad fraud and brand safety on-line, the contract has already been used by dozens of brands with over £4.3 billion of business under better managed terms, with many other advertisers using it to help them prepare for future media agency negotiations.
Debbie Morrison, ISBA’s director of consultancy and best practice, said:
“It is fantastic to see all the hard work that it took to prepare the model contract being rewarded by the WFA, especially when we know that it is benefitting so many brands and having such a positive impact both in the UK and beyond.”
Those benefits have been lauded Sara Bennison, Chief Marketing Officer at Nationwide, who said:
“ISBA’s work has made a positive change in client agency relationships. Depending on their priorities each advertiser and agency can adapt and negotiate the exact terms of the template which gives both parties a robust contract framework to build upon.”
Accepting the award from the ceremony in Toronto, Phil Smith, ISBA’s director general said:
“I am delighted that ISBA’s work in this important but much overlooked area has been recognised by the WFA. The model contract is transforming the relationship between advertisers and their agencies, in particular enabling brands to negotiate transparent terms and to set out clearly the digital standards they expect.”
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Notes to Editors
1. About ISBA – the Voice of British Advertisers
ISBA (www.isba.org.uk / @isbasays) is the only body focused solely on the interests of advertisers in the UK, representing the majority of the biggest British advertisers and household names. ISBA protects our members’ freedom to advertise responsibly and maximise their effectiveness in deploying their marketing spend.
ISBA is the advertiser member of the UK Advertising Association, and advertisers’ representative on CAP and BCAP the UK advertising code-owning body. We are also active members of the International Chamber of Commerce Advertising and Marketing Commission, and members of the WFA.
2. The World Federation of Advertisers brings together the biggest markets and marketers worldwide. The WFA President’s awards recognise association-led industry initiatives which have helped advance the marketers’ agenda and made a real difference. This year nitiatives were evaluated by WFA President and RBS CMO David Wheldon and honoured during the WFA Gala Dinner on Thursday 27 April in Toronto.