Advertising agency agreement is a legal document that defines the relationship between an advertiser and its advertising agency. An advertiser is a person or company that places advertisements in order to target customers. The advertiser engages an advertising agency to create advertising work for him. By an advertising agency agreement, all rights to the work created by the advertising agency are assigned to the advertiser for their uses. In return the advertiser agrees to pay the agency certain amount. The agreement covers what services will be rendered, fees and payment structure, and ownership and use of content developed during the term of the agreement.