Agency Partnership Principles

Innovation In Agency Evaluation

A set of partnership principles for a new era of client/agency collaboration.

ACA exists to foster the long-term prosperity of the industry.

One of the most significant costs for our members (financial and emotional) is the relentless practice of unpaid, multi-stage strategic and creative pitches.

Safe Work Australia’s new psychosocial risk regulations further highlight the need to reflect on the cost of pitching for both agencies and clients.

ACA has designed these five new Agency Partnership Principles (5APP) to encourage marketers and agencies to reflect on the cost of pitching for both parties, both financially and psychologically, simplifying the selection process, and endorsing fair and equitable commercial terms while protecting the health and wellbeing of our people.

Members are encouraged to use the 5APP in client negotiations as needed.