Agencies, brand marketers eye trouble-making "patent trolls"

06/3/2013 | Adweek

The 4A's has released guidelines on how agencies should manage the rise of "patent trolls" that are putting a strain on their relationship with brands. The guidelines say that agencies should "not indemnify clients for patent claims," recommending a shared and proportional responsibility for patent liability, writes Katy Bachman. "Hard lines aren't going to serve either side well," said Tom Finneran, executive vice president of management services at the 4A's.

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