Magazine article Marketing

ISBA Unveils Model Contracts

Magazine article Marketing

ISBA Unveils Model Contracts

Article excerpt

The incorporated Society of British Advertisers (ISBA) is launching an initiative to prevent disputes between clients and agencies over direct marketing and sales promotion contracts.

ISBA developed a model contract for DM and SP of a similar service for the ad industry in 1998. The contract can be used by clients and agencies to create agreements covering single project, retainer or roster arrangements.

The model contract was negotiated by the Sales Promotion Consultants Association (SPCA) and is endorsed by the Institute of Sales Promotion. ISBA also hopes to win backing from the Direct Marketing Association, which is still discussing the issue.

The contract has been tailored to below-the-line work taking account of particular activity, such as buying in of third-party data.

Debbie Morrison, ISBA's director of membership services, said that the contract is needed because many agreements in below-the-line marketing are informal and are likely to be biased toward the party which drafts the contract.

ISBA said it hopes the contract will stop the spectacular failure of campaigns, such as the infamous Hoover promotion, by establishing firm guidelines while saving clients and agencies time. …

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