In order to make it easier for both client and agency the GWA has drafted a standard contract which will enable both parties to work together more effective and with less avoidable difficulties.
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In many companies marketing communication is one of the biggest investments and, like all commercial disciplines, must bring a return on investment. Using modern methods, this return on advertising can be measured. But at the start of the process come people, both on the client and agency side.
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The new Unfair Competition Act (Gesetz gegen den unlauteren Wettbewerb – UWG) came into force on 8 July 2004. Large sections of the new Act follow the principles valid up till now. Nevertheless, there is a series of changes, which may be significant for the day-to-day business of agencies.
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The German Advertising Council (Deutscher Werberat) acts not only as a source to which the general public can address its complaints regarding commercial advertising. Together with industry organisations, the media and advertising agencies the institution (sponsored by 41 member organisations of the German Advertising Federation ZAW) has also established the Code of Conduct on Commercial Communication for Alcoholic Beverages.
The Code of Conduct was introduced in 1976. In 1989 the European Commission adopted the standards in its Television Directive. On May 27, 1998, German Advertising Federation members voted to extend the area of application to teleshopping. The attached code was amended in August 2004. It will come into force on January 1, 2005.
The following General Terms & Conditions of Business shall apply to all orders. Conflicting terms and conditions on the part of the Client shall form no part of any contract.
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