WFA/EACA Guidelines on client-agency relations and best practice in the pitch process

This document provides guidelines for both parties, the agency and the client, on how organize, conduct and conclude a pitch process leading to a new client-agency relationship. These are guidelines – not rules. They will hopefully provide helpful advice, both regarding the general principles and on points of detail. Although this paper was prepared with multi-country assignments in mind, it should also be useful as a roadmap where the pitch is in just one country, especially where no existing guidelines and procedures have been developed and approved by that country’s national association. In situations where national guidelines exist, these should naturally be respected and followed.

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Understanding the Adoption and Application of AI in Digital Advertising Rapport

April 30, 2024

In collaboration with Microsoft Advertising, IAB Europe has released a new report ‘Understanding the Adoption and Application of AI in Digital Advertising’. The report shares valuable insights into the rapid adoption, diverse applications, and pressing educational needs surrounding Generative AI. The report surveyed 146 respondents from across Europe and assessed various perspectives from different departments and markets who understood Generative AI, with nearly 50% of respondents having over 10 years of experience working in the digital advertising industry. In this report, you will discover: The industry’s current understanding of AI and its use in digital advertising How the industry is utilising Generative AI in daily work environments, beyond conventional operational enhancements How Generative AI will transform the digital advertising landscape Key findings include: 91% of respondents are already using or experimenting with Gen AI. 41% of respondents have a specific budget assigned to experiments with and the use of Gen AI Half of respondents are fostering AI talent within their teams More than two-thirds are using Generative AI within their business to develop content Half of the respondents are using it to develop creatives Education is important with 89% of respondents calling for more training initiatives Download report