The World Federation of Advertisers (WFA) has released findings from a groundbreaking study.

Deliberately, it looked into media agency contracts, warning that outdated agreements are leaving many advertisers vulnerable in today’s fast-evolving media landscape.

Ebiquity Partnership Identifies Key Contract Weaknesses

Evidently, the research, produced with global consultancy Ebiquity, explores Master Services Agreements (MSAs).

Again, it pinpoints weak spots that prevent brands from tracking spending, securing transparency, and mitigating risk.

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Moreover,complex trading systems, bundled services, and opaque pricing models were identified as major stumbling blocks, alongside data ownership concerns and limited supply-chain visibility.

Programmatic Buying Demands Contract Modernization

Impressively, as programmatic buying and alternative trading models reshape the industry, the study stressed the need for brands to regularly update their contracts to reflect modern realities.

Recency of reviews, audit rights, contract structure, and principal media clauses were cited as the most common areas where brands fall behind.

Industry Leaders Call for Contract Reform

Industry voices are backing the call for reform.

Besides, Tom Ashby, WFA’s Global Lead for Media Services, said the project aims to “provide advertisers with the clarity they need to demand accountability from their agencies.”

In the same vein, Priya Patel of Ebiquity added that advertisers who put transparency at the center of negotiations “are better positioned to drive responsible innovation and deliver long-term value.”

Broader Industry Support Emphasizes Trust and Transparency

Meanwhile, additional perspectives from FirmDecisions and VoxComm underline the same message.

In addition, precise, transparent contracts build trust, strengthen performance, and create healthier partnerships between agencies and advertisers.

Contract Clarity Sets the Stage for Future Marketing Success

Ultimately, the WFA report positions contract transparency as a critical foundation for modern marketing.

And, this is where trust, fairness, and clarity could define the next phase of brand-agency relations.

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