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The improving alignment between media agencies and their clients continues as agency iCrossing has announced they will adopt ISBA’s Framework Media Services Contract making them the first digital agency to do so.
To date the Framework has been used by 44 ISBA members and five media agencies. The agencies have been using the Framework as their contract or as a starting point for negotiations with clients. A further 20 agencies, across a number of disciplines, are considering the terms.
The terms, drafted with the lawyers Fieldfisher, were launched in April 2016 and backed by ISBA’s members. They were created to improve commercial relationships between clients and media agencies that recognised the increased need for digital standards when buying media.
The Framework was also designed to reflect the multiple disciplines an agency undertakes for its client including sponsorship, social media and branded content.
iCrossing will adopt the ISBA framework and offer it as a starting point for all new client contracts moving forward, as well as making it available to its existing clients.
In June 2017 ISBA carried out a review with members to establish how the Framework Media Services Contract was being used. The results will be shared with members later this year. A revised version of the Framework is in progress which will incorporate any feedback from current users and opportunities for improvement. This is expected to be ready to go to market in early 2018.
Debbie Morrison, Director of Consultancy and Best Practice at ISBA said:
ISBA is greatly encouraged by iCrossing’s adoption of the ISBA Framework Media Services Contract and know it will enhance conversations with their clients on key industry issues including digital governance and metrics. iCrossing join a growing band of agencies which offer media services who are adopting the framework terms.
Mark Iremonger, iCrossing UK CEO said:
Transparency and trust are fundamental to building productive, mutually beneficial and long term client-agency partnerships. ISBA’s Framework, which was developed with its UK client member organisations is a welcome document; it formalises principles that iCrossing has always upheld, which makes it easy for us to sign up to.
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.
For more information contact: Abi Slater
Director of Communications
iCrossing is the marketing agency for a modern world. We specialise in turning brand potential into business performance. Our marketing solutions combine strategy and creativity with data, technology and performance marketing expertise to drive business outcomes.
We are unique in being owned by Hearst. This makes us the only digital-native agency that's part of a global content, media and entertainment group. And it gives us access to some of the world's leading editorial and entertainment teams, and the audience insights they provide.
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