ICA FOLLOWING NEW CLIENT/AGENCY MODEL AGREEMENT
By Adnews Staff
The ICA Institute of Canadian Advertising has launched a new model agreement for clients and agencies following research results that showed two-thirds of ad accounts do not have any type of agreement in place. The research was conducted among agencies representing over 1,300 clients. The model agreement, called "The client, the agency, the contract," was adapted from the U.K. advertising industry. The Canadian version was adapted by ICA's legal advisor, Rafe Engle. Rupert Brendon, president of the ICA, said the new model is not meant to replace existing contracts but is being offered to those who don't have agreements in place. The ICA is the national industry association for ad agencies.
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