Separation comes before features
An agency may hold competing clients in one category, pitch for a rival of an existing client and share freelancers across accounts. The tool has to keep each client's logos, fonts, tone rules, products and saved characters in its own space, with people admitted client by client rather than to everything. A mascot built for one brand turning up in another brand's storyboard is a breach of confidence, not a quirk. Pitch work needs the same care: a prospect's assets uploaded before any contract exists should sit in a restricted space and be deleted if the pitch is lost.
Rights you can actually pass on
Agency contracts usually assign copyright in deliverables to the client and warrant that the work is original. With AI-generated material both promises need rewriting. In the US, the Copyright Office's 2025 report says purely prompted output lacks the human authorship copyright requires, so there may be less to assign than the contract implies. Check that the tool's licence lets you create outputs for third parties, not only for your own business, and note that a vendor's indemnity protects you, not automatically your client. Some clients now require approval before generative AI touches their work; in the UK, the IPA and ISBA published joint principles on its use in advertising in 2023.
Billing usage back to each client
Generation has a real compute cost, and it varies by medium: a minute of generated video costs far more to produce than a page of copy. On a fixed-fee retainer that variable cost comes straight out of the agency's margin unless someone tracks it. The tool should meter usage per client and per project, export it in a form finance can invoice from, and let account leads set budgets or caps for each client space. Agree up front whether usage is recharged at cost or with a margin, and show clients the usage report, not just the invoice.
White label, so the client sees your name
Reselling a third-party tool under its own name teaches clients where to buy the capability without you. White labelling keeps the agency in front: the client logs in to the agency's own studio, on the agency's domain, and signs work off inside it. Synthetic White is built for this model, with white label resale, a separate workspace and brand hub per client, usage reports and billing per client, and approvals with roles, sign-off and an audit trail, so client approval happens under the agency's name rather than a software vendor's.
Updated 25 September 2026