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February 03, 2012
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Position Papers 

The 4A's periodically publishes Position Papers on important advertising- and management-related topics. These Papers are presented as best practice guidance for members and the entire marketing-communications industry.

In This Section

AAAA/ANA/DMA Joint Guidelines on Legitimate E-Mail Marketing Practices
The AAAA, ANA, and DMA have released a set of nine guidelines that will defend and enhance the viability of legitimate e-mail marketing.
Advertising Agency Overhead
This position paper addresses the issue of whether to include agency contributions to retirement plans and new business costs when calculating agency overhead.
Agency Compensation: 4A's Agency Compensation Transformation Doctrine--Strategic Pillars
In order to facilitate the transformation of agency compensation, the 4A’s has developed an industry guidance doctrine that is based on four strategic pillars.
ANA/AAAA "Rules of the Road" for Agency Search Consultants
Rules of the road for agency search consultants to follow when conducting an agency review.
ANA/AAAA Best Practices in Agency Search and Selection Process
Best practices in the agency search and selection process for advertisers, agencies, and search consultants.
Best Practice Guidance: Agency Search Agreements
The position paper discusses confidentiality, ownership of agency ideas and work, and reimbursement for agency activity and expenses.
Best Practice Guidance: Ownership of Agency Ideas, Plans and Work Developed During the New Business Process
The American Association of Advertising Agencies recommends that agencies preserve ownership of new business-search ideas, plans and work product.
Confidentiality of Marketing Services Information
The AAAA recommends that agencies remain vigilant in protecting confidential media and marketing services information arising in connection with the agency’s work for its clients.
Conflict Policy Guidelines
This position paper addresses trends in client/agency conflict policies and reflects consideration of these issues by the AAAA New Business Committee.
Formalizing Agreements
Working under a written agreement and that a binding letter of agreement is a good first step to developing a full contract
Guidelines for Effective Client/Agency Compensation Agreements
Guiding principles and best and worst practices for effective agency/client compensation agreements.
Guidelines for the Pursuit of New Business
Guidelines for the Pursuit of New Business includes nine guidelines for agencies to consider when approaching the search process or participating in a review.
Sequential Liability
Since 1991, the American Association of Advertising Agencies has maintained that advertisers and their agencies are "sequentially liable" for media payments.
Software and Software Tools: Ownership and Use Contracting Considerations When Creating Digital, Online and Mobile Content
The 4A’s recommends that agency agreements with clients preserve agency ownership and agency right to use agency developed software and tools.
Standardized Marketer New Business Questionnaire
The Standardized Marketer New Business Questionnaire is designed as a recommended guideline for agencies to follow when evaluating participation in an agency search.


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