June 2015: This document was adapted from traditional (pre-internet) advertising agency management

process and is intended for use by digital agencies.

Purpose of this document: For tracking the details of the client-agency relationship. It can be a powerful
tool when the agency needs to go on record in support of a specific position or action.
source: Ad Club of Boston seminar, circa Jan. 1992

Agency Position Memo

To:
From:
Re:
Date:

account exec/manager name

Subject:

Background:

Recommendation:

This document outlines [agency name]s position on [state issue].

Why its important at this time. Also, why it warrants serious

attention [such as - client requested you to think about/take
action on it, etc.], appropriate historical background, whats
happened in the past / up until now

[agency name] state recommended action or position]

[ if nec. add: and this is what it will cost. ]

Rationale:

Why this should be done now / Support for your position

List benefits of the action in descending order of importance

Summary:

Summarize the agencys position, re-cap why its important, and

indicate next action(s)