Partnership Agreement Template for Marketing Businesses (UK 2025)
Last updated: February 2025
Why Marketing Businesses Need a Partnership Agreement
Marketing partnership agreements govern collaborations between complementary marketing businesses such as creative and media, content and distribution, or brand and performance agencies. These must address how campaign credits and results are attributed between partners, the handling of shared client budgets, and the protection of each partner's client relationships. The agreement should also cover how creative assets produced by one partner are used by the other.
Key Clauses for Marketing
- Campaign attribution and credit allocation between partners
- Shared client budget management and financial reporting
- Creative asset licensing and usage rights between partners
- Client relationship protection and non-solicitation
Common Mistakes
- Not agreeing an attribution model for campaign results, leading to both partners claiming credit for the same outcomes
- Failing to define how creative assets produced by one partner may be modified or repurposed by the other
Template Sections
- Attribution and credit allocation framework
- Budget management and financial transparency
- Creative asset licensing between partners
FAQ
How should marketing partners attribute campaign results?
Agree an attribution model before work begins. Options include last-touch attribution where the partner closest to the conversion gets credit, multi-touch attribution where credit is shared based on contribution, or defined splits based on the scope of each partner's work. Document the model in the agreement and use shared analytics tools for transparent reporting.
Can one marketing partner modify creative work produced by the other?
Only if the partnership agreement grants explicit modification rights. Include a clause specifying whether each partner may adapt, resize, or repurpose the other's creative output, whether approval is needed, and whether the original creator retains a credit or moral rights. This prevents disputes when one partner's designs are used across different channels by the other.
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Get Started FreeThis is guidance for UK businesses, not legal advice. Templates are illustrative. Consult a solicitor for complex matters.
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