AANA releases contract template for more transparent media investment results

The AANA has released two documents to help advertisers obtain greater transparency over the return and effectiveness of their media investment.

The Australian Association of National Advertisers (AANA) has released a media contract template and media contract guidance notes to obtain greater transparency over the return and effectiveness of their media investment.

The ‘AANA Media Contract Template’ and the ‘AANA Media Contract Guidance Notes’ have been adapted specifically for the Australian market from the version prepared by the AANA in the US.

AANA partnered with legal advisors Bird&Bird to train and inform members on contract drafting, and also Ebiquity and FirmDecisions to provide capability training to help members navigate the increasingly complex nature of media buying and contract negotiations.

“The template has been written to equip advertisers with a starting point to each element of the contract negotiation,” says Matt Tapper, AANA chair.

“We believe that appropriately detailed contractual agreements together with capability training are the keys to achieving transparency in media buying and esure that media buying dollars are spent with the sole objective of securing the best outcome for the brands they are promoting.”

The guidance notes provide advertisers with a list of considerations and questions for consideration if they’re to reduce or eliminate non-transparent and non-disclosed practices relating to media spend. They’re designed to ensure that all revenue earned by agencies and related parties is detailed in the contract, unless explicitly agreed otherwise by the advertisers.

“The dealings agencies undertake with third party media and technology vendors, and the media owners themselves, are muchmore complex today than a few years ago so these initiatives are very timely. Individual brand owners, as the buyers of the services, must always take primary responsibility for carrying out their own due diligence and our role is to look to ways tp help them providing guidance and tools to do so,” says Sunita Gloster, CEO, AANA.

 

Ben Ice
BY Ben Ice ON 24 October 2016