Industry Surveys and White Papers

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All Surveys, Studies, Reports and White Papers

Terms and Conditions for Internet Advertising – Newly Released Version 3.0

These Standard Terms and Conditions for Internet Advertising for Media Buys One Year or Less, Version 3.0, are intended to offer media companies and advertising agencies a standard for conducting business in a manner acceptable to both. When incorporated into an IO, this document represents the parties’ common understanding for doing business.

4A’s Committee Advocates Agency New Business IP Protection

Members of the 4A’s new business committees encourage search consultants to specify that the rights to Intellectual Property (IP) created by agencies during the review process remain the property of the agency until the marketer either hires the agency to execute the work or the parties agree to a commercially equitable payment for the assignment […]

New Business Surveys

4A’s/ANA Agency/Advertiser Value Survey In the late spring of 2007, the 4A’s and the Association of National Advertisers conducted parallel surveys designed to assess agency and client attitudes and activities in four areas: How agencies add value to the client’s business How advertisers add value to the agency/client relationship The degree of interest in value-based […]

Confidentiality of Marketing Services Information

This Confidentiality of Marketing Services Information position paper addresses the confidentiality of media and marketing services information.

Conflict Policy Guidelines

This position paper addresses trends in client/agency conflict policies and reflects consideration of these issues by the 4A’s New Business Committee.

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. It is intended to help reduce the risk of unpleasant surprises in the agency search process and minimize costly mismatches in marketer-agency relationships.

Guidelines for Effective Client/Agency Compensation Agreements

The American Association of Advertising Agencies (4A’s) and the Association of National Advertisers, Inc. (ANA) offer this position paper to use as a guideline for creating and maintaining effective advertiser and agency compensation agreements.

Guidelines for the Pursuit of New Business

Management Services

The purpose of this position paper is to provide guidelines for agencies in pursuing new business.

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. The 4A’s position is that these necessary costs should be included in overhead when calculating agency fees even though some advertisers and agency search consultants disagree.