The IPA has responded to the release of ISBA’s update of its Media Services Framework.
Said IPA Director General Paul Bainsfair: “We have been working with ISBA for some time now to overcome the concerns that exist over trust and transparency and so I have appreciated ISBA’s openness and the spirit in which they have involved the IPA in the updating of their Media Services Framework. It won’t be surprising to anyone that the IPA has concerns over much of the framework’s recommendations. However, we recognise that it could be seen as a useful starting point for any advertiser about to embark on a new relationship with a media agency because it covers a number of topics that should be discussed. We also know, as ISBA do, that “one size does not fit all”, so every agency should approach the framework in the spirit in which it is intended, which is as a conversation-starter, and then work out and agree what the mutually beneficial terms of their client-agency relationship should be.”
Said Richard Lindsay, Director of Legal & Public Affairs: “The new version of the framework contains numerous changes, particularly with regard to digital media, and includes some points that agencies will appreciate, although the core of the document remains much the same. As with the original version of the framework, the new document is not intended to form the basis of the contract between client and agency, and shouldn’t be used as such. Rather, it provides the opportunity for clients and agencies to discuss a range of commercial issues, with a contract being prepared once those discussions have concluded, either using parts of the framework, or not. Clients seeking to use the new version ‘as is’ or to borrow heavily from it are still likely to find themselves engaged in protracted contractual negotiations with agencies, which is not good for either party. It is still complex and long, covering a wide range of issues, and the devil is in the detail. In summary, there are some helpful changes for agencies and we hope there will be further opportunities to continue improving it.”
View ISBA's news story on the updates.
If you are an IPA member and have questions on the framework, please contact Richard Lindsay directly.