The World Federation of Advertisers (WFA) creates guidelines and best practice papers together with their national advertiser associations (like the AANA) to benefit multi-national advertisers in the WFA membership. This paper provides background and guidance on how media agencies receive income from media vendors in part, but not exclusively generated by client expenditure.
This document is intended as advice only. It provides high-level guidance to assist Advertisers when making decisions concerning their negotiations with media agencies and when drafting contracts with media agencies.
Click here to read this report.