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ISBA overhauls its Media Services Framework

ISBA has launched the latest version of its Media Services Framework, three years after it last updated the charter. First launched in April 2016, the framework has been overhauled to represent the evolving media landscape, and the need for advertisers to have a contract that brings transparency with their agency because of this.

Key changes to the framework for advertisers include greater clarity in the clauses and their intent; greater value and transparency through improved reporting; and the addition of clauses to manage out-of-home, the digital supply chain, and intra-group mark-ups.

For agencies, there’s a new ‘fit for purpose’ document to address concerns around things such as the breadth of ‘agency group’, ‘best interests’, and ownership of and access to records; a new non-disclosure agreement (NDA); and the document has been simplified.

Intermediaries benefit from better definitions and greater clarity relating to access to records; and the improved NDA and management of confidential information enabling them to have a better-defined working relationship.

“ISBA has invested a significant amount of resource and time to make sure we are helping our members achieve transparency and our latest Media Services Framework, launching this month, will provide the basis of a new relationship for all parties,” said Peter Duffy, CEO of Moneysupermarket and ISBA President. “This new framework builds on previous versions, offers several new approaches to resolve problems and identifies and addresses new issues.”

To produce the new framework, ISBA consulted with agencies, advertisers, auditors, and intermediaries. And it carried out qualitative and quantitative research to understand how the 2018 version of the framework was being used.

“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,” said Andrew Lowdon, Director of Agency Services at ISBA.