Co-Marketing Agreements
Handling shared assets after a partnership ends
Inventory joint pages, recordings, logos, files and records after a partnership ends, then assign rights checks and corrections.
When a marketing partnership ends, inventory material both sides created or used. Decide what may stay live, what needs correction or withdrawal, who holds files and which permissions continue. The end date alone does not settle these questions.
Build an asset register
Start with public pages, downloads, recordings, email templates, scheduled posts, logos, illustrations, source files and anything held by agencies or resellers. Record where each version sits and who can change it. Deleting a master file does not update copies already supplied elsewhere.
Asset field / Decision it supports
- Location and controller
- Who can act on the live or stored version?
- Components and rights
- Whose logo, text, image or third-party work is included?
- Approved use
- Which channels, audiences, periods and edits were permitted?
- Customer claim
- Is the offer or relationship still accurately described?
- Action and owner
- Keep, correct, replace, archive or withdraw?
Separate each partner's pre-existing material from jointly created work and licensed third-party material. Whether a page can stay live, a recording can be edited or a design reused depends on the applicable terms and permissions. Paying for production does not by itself answer every usage question.
Types of shared assets and their post-partnership treatment
- Jointly created content (e.g. co-branded landing pages)
- Requires mutual agreement; may need correction or withdrawal
- Pre-existing material (e.g. partner’s logo, brand guidelines)
- Use restricted unless explicitly permitted beyond partnership term
- Third-party licensed content (e.g. stock images, music)
- Usage rights expire at end of licence; cannot be reused without renewal
Review what customers can still see
Check live material and scheduled distribution promptly. A page may accurately describe a past event yet imply a joint service remains available. Read headings, logos, calls to action, conditions and linked downloads as one message.
The ACCC can require businesses to back up claims about their products or services. It may investigate and take compliance or enforcement action if a business misleads. Assign an owner to correct or withdraw an inaccurate version.
For a historical case study or recording that may remain in use, decide whether it needs a date, changed-offer note or new destination. Confirm both the claim treatment and rights. Do not assume that approval for its original use permits indefinite use of a partner's logo or statement.
Resolve files, access and records separately
Confirm who keeps editable files, where agreed final versions are stored, and which agencies need a stop or handover instruction. Review access to shared workspaces through each organisation's normal process. Keep approval and change records where still needed.
A contact list, attendee export or enquiry record is personal-information handling, not creative-asset licensing. Identify the holder, collection purpose, proposed continuing use and any proposed transfer.
For covered entities, APP 6 governs many secondary uses and disclosures. APP 7 may govern direct marketing. APP 11 addresses security and reasonable steps to destroy or de-identify information no longer needed, subject to exceptions.
Give both partners a dated register showing each decision, its authority, action owner and completion evidence. Mark disputed rights unresolved and hold new uses that depend on them until authorised people settle the question. At close-out, check live destinations and scheduled material against the register.
Asset management workflow after partnership ends
- Identify all shared assets and their locationsStart with public pages, recordings, email templates, and source files
- Separate pre-existing, jointly created, and third-party materialDetermine rights and permissions for each category
- Confirm ownership of editable files and final versionsAgree on storage location and access controls
- Review access to shared workspaces and agenciesIssue stop or handover instructions as needed
- Document decisions in a dated registerInclude authority, action owner, and completion evidence
