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WFA Media Charter

Agency relations

  • Advertisers see agencies as their partners in achieving their marketing communication goals. The relationships between them should be based on mutual respect.
  • Within the business relationship, the advertisers are the clients and compensate agencies appropriately and fairly for their work. The agencies provide service and advice, participate in the funding of industry research, and leverage and handle media bookings, payments and administration.
  • In addition, advertisers are interested in their agencies actively supporting them in lobbying issues related to the media market, and especially in their fight against unjustified media inflation and advertising taxes.
  • The remuneration explicitly agreed with the advertiser should be the only source of revenue for the agency for their work on that business. Advertisers seek confirmation of this through complete financial transparency, and expect agencies fully to declare the revenue stream directly or indirectly related to their business, for example via commissions, cash rebates or free advertising space. This applies in all circumstances, including where, according to existing business practices, a commission is granted by the media companies to the agency.
  • Advertisers expect that the goals of their agencies should not conflict with their own interests at any time. The clear roles and responsibilities within the advertiser/agency relationship should preferably be expressed in a written contract, incorporating a confidentiality agreement.
  • The concentration and consolidation of agencies and communication groups, has increased the probability to have two or more competing advertisers being serviced by the same communication group. This may generate issues of confidentiality and conflicts of interest. Advertisers expect from their agencies, full, timely and permanent disclosure of such actual or potential issues. In particular, the agency must inform the advertiser before considering accepting such conflicting business: This to allow the Advertiser to take the appropriate decisions on the matter and (if possible) agree with the agency on the appropriate measures and solutions.

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