FirmDecisions, alongside the World Federation of Advertisers (WFA) and the Chinese Association of National Advertisers (CANA), has introduced a guide tailored for media agency contracts in China. Recognising China's unique market challenges, they crafted the Media Contract Guidance with specific recommendations. This involved consulting with WFA’s Media Forum and CANA to address distinct contract compliance issues.

Clear contracts are vital in forging strong brand-agency relationships, ensuring optimal value from ad spends. It's advised that advertisers perform regular audits, every one to two years, to ensure contract adherence. The overarching goals are transparency, safeguarding advertisers' long-term interests, and endorsing best practices.

Merging global know-how with local nuances, the guide empowers advertisers to strengthen agency bonds in China. Emphasising challenges like broker management and unbilled media, the guidance offers a relevant framework for the Chinese media domain.