WFA contract study reveals outdated agency agreements expose advertisers to risk and urges a shift toward transparency and control

WFA contract study findings have exposed critical weaknesses in advertiser-agency agreements, warning that outdated contracts are putting global brands at risk in today’s complex media environment.

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The study, developed in partnership with global consultancy Ebiquity, reviewed Master Services Agreements (MSAs) and found that many advertisers are operating under obsolete terms.

These weak contracts often lack proper audit rights, structured clauses, and clear accountability, leaving brands unable to track spending or demand transparency.

A key insight from the WFA contract study is the impact of bundled services, opaque pricing models, and programmatic buying on financial control.

Advertisers are reportedly losing visibility into their media supply chains and ownership of valuable data—issues that were rarely addressed in legacy contracts.

The research highlights the need for routine contract updates, especially as modern trading methods evolve. Without them, brands risk falling behind both competitively and operationally.

Tom Ashby, Global Lead for Media Services at WFA, emphasized that this project aims to give advertisers clarity to hold agencies accountable.

Ebiquity’s Priya Patel echoed the sentiment, stating that transparency-first negotiations drive innovation and build long-term brand value.

The call for reform has drawn wider industry support. Representatives from FirmDecisions and VoxComm agree that clear, modern contracts are essential to building trust and creating stronger brand-agency relationships.

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Ultimately, the WFA contract study calls for advertisers to take control, update outdated agreements, and align their partnerships with today’s demands for transparency, fairness, and performance.

Source: Read more at channelstv.com