Internationalising Media Agency Contracts

Please note that this research is WFA member only content. If interested in WFA membership, get in touch with membership@wfanet.org.

WFA has published a voluntary guide to help members adapt the latest ISBA and ANA contract templates for global use, drawing on insights from the latest updates to both frameworks, including new clauses and current hot topics.

A solid contract is a commercial necessity in an age of increasingly complex client-media agency relationships but it’s also potentially harder to achieve than ever, particularly at a global level.

The guide starts from basics and explains the differences between “principal” and “agent” markets; important factors when determining which contract template to use as a base.

Whilst the legal detail should remain with specialist client teams, the guide also covers the latest commercial realities and issues such as principal media, audit rights, governance structures, data access, and the role of holding companies.

It also tackles emerging risks, from the growing use of GenAI in agency services to the unique challenges of trading in China – factors that highlight the need for region- and market-specific governance, regular contract audits and more stringent oversight.

A recurring theme in the guide is transparency. Contracts should reflect how value is created, who controls what, and how accountability is maintained across holding companies and local affiliates.

For advertisers navigating media transformation and programmatic complexity, the message is clear: strong contract governance is a competitive advantage.
Getting contracts right empowers local teams, reduces risk and helps ensure agencies are delivering against both compliance and commercial goals.