Agency body draws up sample agency-client contract

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TORONTO--The Institute of Canadian Advertising has created a model agreement for clients and agencies in an effort to encourage professional contractual working relationships. Currently, two-thirds of ad accounts in Canada don't have a contractual agreement, according to Rupert Brendon, president of the ICA, the national association of ad agencies.

The ICA model contract was adapted from the U.K. ad industry's model contract, which won approval from advertisers' body ISBA, CIPS (the Chartered Institute of Purchasing & Supply) and the Institute of Practitioners in Advertising, the U.K. organization the ICA most closely resembles.

Mr. Brendon emphasizes that Canada's version of the model contract is not designed to replace existing contracts, but is for those who don't have agreements in place, or who wish to consider another version.

"As our industry moves toward contracts and formal agreements, we wanted to offer a user-friendly contract that we feel best addresses the interests, concerns and needs of all parties," he says.

Copyright July 2000, Crain Communications Inc.

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