WFA reveals first results from new media contract benchmarking

Please note that this research is WFA member only content. Interested in WFA membership and its benefits? Get in touch with our team at membership@wfanet.org.

Developed in partnership with ebiquity, Transparency: Media Agency MSAs, is designed to help members assess how their current contract compares with best practice and highlight key areas for attention.

The growth of holding company trading desks, alternative inventory arrangements and the bundling of services into opaque fee structures has made it harder than ever for brands to understand where their money is going, what value is being returned and how risks are being managed. Other issues of concern include data usage and supply chain visibility.

As media buying and selling is becoming increasingly complex in terms of trading, tracking and measurement, it’s become more important than ever that contract structures keep up with evolving buying models.

The survey focused on the most common areas of struggle for members around Recency, Audit Rights, Contract Structure and Principal Media, sharing advice and guidance on questions members may consider asking their media agency to address.

“Transparency is a long-standing issue for many WFA members. This initiative provides WFA members with an independent viewpoint, which we hope will drive greater accountability across the industry,” said Tom Ashby, Global Lead, Media Services at WFA.

The goal of the tool and the research is to equip media and procurement teams with insights to drive more informed conversations with agencies and legal teams, and ultimately build stronger, more accountable partnerships.

“In a landscape where innovation unlocks greater monetisation opportunities, advertisers who prioritise trust through transparency are uniquely positioned to drive responsible innovation and foster mutually beneficial partnerships that deliver long-term value,” said Priya Patel, Director at ebiquity.

“Regular contract reviews enhance transparency and trust between advertisers and agencies, fostering long-lasting relationships. This study provides concrete benchmarks for advertisers to stay aligned with industry best practices and to help drive transparency,” said Dale Garvie, Managing Director, APAC, at FirmDecisions.

VoxComm, which represents the global agency community, says it’s vital that there’s transparency and mutual respect with clear MSAs that precisely define scope, fees, responsibilities, and data ownership, creating trust and alignment from day one.

“When agencies, clients, and auditors commit to clear, fair standards, as championed by VoxComm and EACA, trust deepens, performance improves and the media industry becomes stronger, healthier and truly sustainable,” said Laure Jolibois, Head of Membership & Industry Relations at EACA, and Secretariat at VoxComm.