Media Management

ISBA launches new Media Services Framework

Today, ISBA has launched a new version of The Media Services Framework 2021 for its members.

The framework is the product of a fundamental overhaul (and an update of the most recent 2018 version). This reflects the huge evolution of the media landscape that has taken place in recent years, making clear and transparent contracts increasingly important with agencies.

The new framework offers several new approaches to resolve longstanding problems and identifies and addresses new issues.  The key changes include:

• Greater clarity in the clauses and their intent.  For example, the management and reporting of Inventory Media, access to Records, OOH media, intra-group mark-ups of pricing and Auditing.
• Greater value.  Improved reporting will drive increased transparency in media planning, supporting better decision making and media neutral planning. 
• Greater transparency through improved reporting requiring agencies to declare related companies, use of Inventory Media, domains and clearer Media Plans
• New clauses to manage OOH, the digital supply chain and intra-group mark-ups.

• Fit for purpose document, addressing long held concerns in areas such as breadth of ‘Agency Group’, ‘Best Interests’ and ownership of and access to Records.
• A new NDA and definitions relating to the recognition of Agency Confidential Information
• Simpler document enabling the agency and client to close more quickly without protracted negotiation.

• Better definitions and greater clarity relating to access to Records.
• The improved NDA and management of confidential information should enable a better-defined working relationship for auditors and agencies.

In preparing this new Framework, ISBA consulted with agencies, advertisers, auditors, and intermediaries. Prior to work commencing an independent consultant was commissioned to conduct qualitative and quantitative research to understand how the existing framework was being used by both advertisers and agencies in their negotiations and where the challenges lay for both parties.

Andrew Lowdon, ISBA’s Director of Agency Services, led this newly developed framework, along with legal support from Robert Wegenek.

Lowdon says, “the contribution from so many interested parties and the expertise and knowledge brought to bear in its development has led to a document that is fit for purpose for both advertisers and their agency partners in this time of increasing complexity in media trading and supply chains.”  

You can also find The Media Services Framework 2021 and accompanying notes here, and ISBA Members are invited to join a webinar on 21 July 2021 for more information.