DRTV Agency Contracts: Risk Mitigation Guide for CMOs
CMOs managing high-stakes advertising campaigns often find themselves accountable for every dollar spent on direct response television. Scrutiny comes quickly when a commercial underperforms or a media buy yields fewer leads than anticipated. One overlooked contract clause or missed reporting standard can expose the brand to unnecessary financial risk. The best shield against budget surprises and campaign breakdowns is a contract tailored to the realities of DRTV advertising, with safeguards built around performance, compensation, intellectual property, and exit options.