Create accounts in the right structure
Where possible, the client should own core business and advertising assets and grant the agency role-based access. If the agency uses an umbrella account, the contract must explain limitations, separation and transferability.
Define administrator and security rules
Identify authorised administrators, multi-factor authentication, credential handling, approval for new users and the process for removing access. Avoid shared passwords where platform roles are available.
Separate fees from media spend
State how the budget is funded, approved, spent and reconciled, who receives invoices or platform credit and how rebates, refunds, unused funds and currency differences are treated.
Address pixels, audiences and data
Define control and permitted use of tracking configurations, customer lists, custom audiences, analytics history and campaign data. GDPR roles and platform restrictions may limit what can simply be copied or transferred.
Specify ownership of creative and working files
Link the handover to the copyright and licence provisions. Clarify whether editable files, templates, font or stock licences and creator materials may be transferred or only final assets delivered.
Plan the handover before termination
Set a timetable, named contacts and a checklist for accounts, permissions, current campaigns, budgets, reports, files and supplier contacts. Decide whether the agency must provide paid transition assistance.
Preserve continuity and evidence
Export relevant reports and confirm access changes before deletion. The client should be able to continue essential campaigns while the agency retains the records needed for billing and claims.
How the issue appears in practice
Hypothetical example: the campaign lives in the agency’s account
A client changes agency and discovers that the advertising account, pixel history and audiences sit under the former agency’s master account. Technical and platform restrictions prevent a complete transfer.
Matters to determine or verify before proceeding
- Create accounts in the right structure
- Define administrator and security rules
- Separate fees from media spend
- Address pixels, audiences and data
- Specify ownership of creative and working files
- Plan the handover before termination
- Preserve continuity and evidence
Key issues at a glance
| Issue | Key information |
|---|---|
| Create accounts in the right structure | Where possible, the client should own core business and advertising assets and grant the agency role-based access. |
| Define administrator and security rules | Identify authorised administrators, multi-factor authentication, credential handling, approval for new users and the process for removing access. |
| Separate fees from media spend | State how the budget is funded, approved, spent and reconciled, who receives invoices or platform credit and how rebates, refunds, unused funds and currency differences are treated. |
| Address pixels, audiences and data | Define control and permitted use of tracking configurations, customer lists, custom audiences, analytics history and campaign data. |
| Specify ownership of creative and working files | Link the handover to the copyright and licence provisions. |
Legal basis
- Polish Entrepreneurs' Law of 6 March 2018
- Polish Act of 6 March 2018 on participation of foreign entrepreneurs and other foreign persons in economic activity in Poland
This article provides general information and does not constitute legal advice for a specific matter. The appropriate solution depends on the facts, documents and business objective.
Summary
Account ownership, access and budget reconciliation should be agreed at onboarding, not improvised after termination. A structured handover protects campaign continuity and both parties’ evidence.