Ads and Related Media Stewardship Policy
At One Wheel Marketing, we are committed to delivering exceptional advertising solutions across various platforms, including digital, radio, television, and other media. Our approach fosters long-term partnerships, ensuring cost-effectiveness and sustained success for our clients.
Challenges Encountered in Previous Campaign Transfers
Over time, we have encountered multiple challenges when transferring advertising campaigns across different media, including:
Campaign Mismanagement by Third Parties: Clients who transferred campaign control to other agencies often experienced significant declines in performance. For instance, one client suffered a 50% drop in total income due to another agency's mismanagement, requiring over a year to restore performance after returning to our management.
Loss of Campaign Access: Assigning campaign ownership to internal marketing personnel has occasionally led to lost credentials due to staff turnover. Additionally, when agencies go out of business, freelancers become unavailable, or companies merge, clients can lose access to their campaigns. In some instances, campaign holders have experienced unforeseen circumstances that rendered them unable to provide access. These challenges have resulted in prolonged disruptions, requiring significant time and effort to regain campaign control, ultimately causing setbacks and unnecessary stress for our clients.
Impact on Campaign Reputation: Our established relationships with advertising platforms, such as Google, radio stations, and television, contribute to the strong performance of our accounts. Allowing external managers access jeopardizes this standing, subjecting unnecessary risk to our clients as well as affecting campaign effectiveness.
Data Loss and Asset Deletion Post-Transfer: Incomplete or improper campaign management after transfer has led to the deletion of valuable campaigns, loss of optimized content, and abandonment of strategic media placement plans. These factors are crucial for maintaining long-term effectiveness and strategic growth.
Key Considerations for Advertising Media Transferability
It is important to understand that different advertising platforms have varying degrees of transferability:
Limited Transferability of Ad Types: Many ad types are not transferable. Some advertising placements exist within shared media accounts, networks, or bidding pools, which are not assignable to an individual client. Additionally, assets such as performance history, audience data, and certain bidding strategies cannot be transferred between accounts, limiting the feasibility of transferring campaigns without sacrificing key performance data.
Industry-Standard Restrictions on Advertising Media and Assets: It is common for agencies to restrict advertising media and assets for use only during the engagement. This mirrors standard industry practices where creative assets are licensed for use during the duration of the contract but do not automatically transfer to the client for unlimited use upon cancellation.
Limited-Use License During Engagement: Clients are granted a license to use ad creative (e.g., video ads, display ads, radio spots, static graphics) only while actively working with the agency or for a pre-agreed period. The agency retains ownership of all creative assets, including final versions, working files, and campaign optimizations.
Assets Do Not Transfer Upon Cancellation: Most agencies do not transfer ad media unless specifically negotiated. If a client wishes to continue using assets, they must purchase a license or negotiate a buyout fee.
Why Agencies Retain Ownership & Restrict Use:
Intellectual Property Protection – Agencies develop ads using proprietary techniques, strategies, and creative processes that would be a breach of the license to be modified by another agency.
Advertising Standards – Platforms have specific criteria for messaging, quality, security, and copywriting that could prevent transferred ads or entire accounts from running.
Performance Control – Agencies optimize ads over time, and if transferred to a new team, the results may degrade—potentially damaging both the agency’s and the client’s reputation.
Our Commitment to Cost-Effective Partnerships
By retaining campaign ownership, we offer several benefits to our clients:
Lower Minimum Budgets: We work with minimum budgets significantly lower than industry standards, making our services accessible to a wider range of organizations.
Competitive Pricing: Our pricing structure reflects our commitment to long-term relationships. By maintaining ownership, we streamline processes and reduce costs, allowing us to pass these savings on to you.
Discounted Management for OWM-Created Accounts: Management rates for accounts created and managed by One Wheel Marketing are structured with built-in discounts that do not reflect the additional costs and complexities associated with campaign transferability. These reduced rates are possible because of our long-term management structure, and transferring campaigns would require additional adjustments in pricing.
Our Policy on Advertising Campaign Ownership
To ensure the highest level of service and safeguard the integrity of your advertising campaigns, we retain ownership of the advertising campaigns we create and manage on your behalf. This policy applies exclusively to campaigns established by One Wheel Marketing; any pre-existing campaigns you own remain under your control.
Why We Retain Campaign Ownership
Strategic Consistency: We ensure our proprietary strategies are effectively implemented, delivering consistent results aligned with your marketing objectives.
Data Security: Centralized campaign management protects sensitive information, ensuring confidentiality and exclusive benefit to your campaigns.
Quality Assurance: Full control enables real-time monitoring and optimization to maximize return on investment.
Campaign Reputation: Our strong relationships with media partners contribute to campaign success. External managers could jeopardize this, subjecting clients to unnecessary risk and performance instability.
Continuity and Control: Staff turnover, agency closures, or company mergers have historically led to lost campaign access, causing prolonged disruptions for clients.
Cost Efficiency: Retaining campaign ownership allows us to minimize unnecessary costs, keeping our services competitively priced.
Liability Mitigation: Preventing third-party mismanagement protects clients from revenue loss and extensive recovery periods.
Exceptions to Our Policy
We understand that certain circumstances may warrant a transfer a particular channel componant when possible. In some cases, we can facilitate the transfer upon request, subject to associated costs.
Project Cost for Advertising Campaign Transfer and Security Process
A project cost will be applied to cover the administrative and security processes involved in transferring campaign details. This encompasses:
Recovery of Discounts: Our advertising management pricing includes a built-in OW360™ membership discount, which reflects our long-term partnership model and does not account for campaign transferability.
Data Backup: Ensuring all campaign data is securely stored to prevent any loss during the transfer process.
Transfer of Campaigns: Including optimizations, but excluding ad assets and accounts.
Archiving Assets: Moving non-transferable assets to long-term storage for record-keeping and compliance purposes.
Account Closure Procedures: Finalizing the cancellation and deletion of the associated plan and billing account.
Applicable Cancellation Fees: Additional costs for early termination may apply. 3rd parties may be liable if tortious interference is involved.
All costs and issues must be resolved before the transfer of campaigns. Project costs are essential to maintain the integrity and security of the campaign during the transition, ensuring a smooth and secure transfer of ownership.