Marketing Procurement

The IPA and ISBA release updated version of their Creative Services Framework Agreement for members

The IPA and ISBA have released an updated version of their joint template Creative Services Framework Agreement, developed in partnership with law firm Lewis Silkin, to continue providing advertisers and agencies with tools to create balanced, proportionate contracts for the provision of creative services.

Originally published in 1998, the CSFA has undergone several updates over the years. Its last full overhaul was in 2015, when significant changes were introduced to reflect evolving technologies and advertising practices.

The 2025 CSFA aims to remove ambiguity and improve alignment across a range of operational elements and practices relating to creative services. It also introduces new clauses addressing Generative AI and reconciliation processes.

The full 2025 CSFA includes:

• A set of General Terms
• Supplementary Materials (including optional clauses)
• A Scope of Work
• A detailed Guidance Note to help agencies and advertisers navigate the CSFA.

Nick Louisson, Director of Agency Services at ISBA, said:

“Contracting plays a significant role in aligning advertisers and agencies on their expectations, building the foundations for effective relationships. This latest version represents a great opportunity for advertisers and agencies to review their contracts and ensure they’re fit for the objectives in front of them over the coming years.”

Richard Lindsay, Director of Legal & Public Affairs at the IPA, said:

“The IPA/ISBA CSFA has been a staple of agency-advertiser relationships for decades. Through its various updates it has always set the standard for best practice.

I hope this new version will enable agencies and their clients to forge strong, lasting relationships that allow them to do great work together, safe in the knowledge that their respective rights and responsibilities are properly and clearly documented.

This new version has taken a lot of time and effort and demonstrates what the IPA and ISBA can achieve together on behalf of their members. Thanks must go to the Lewis Silkin team whose professionalism and dedication have been truly outstanding.”

Jo Farmer, Managing Partner at Lewis Silkin, said:

“Lewis Silkin is proud to have worked on all versions of the ISBA and IPA CSFA industry template, since its first iteration in 1998. The template is hugely important.

It helps the advertising industry define best practice for client agency relationships, reduces contract negotiation and allows advertisers and agencies to get on with doing their best work together. We’re looking forward to seeing the template used in the industry.”