Big brands take more collaborative approach to agency contracts

ISBA is looking to take a more collaborative approach to agency contracts with the release of the second iteration of its ‘Media Services Framework’ after the first version caused a backlash from agencies.
The trade body, which is backed by marketers at major brands including Coca-Cola, Burberry and Unilever, has updated the framework to reflect a rapidly changing media environment and concerns raised by agencies over some aspects of the previous version.
Where the first framework wa