In the field of communications agencies, the term “project base” refers to a type of partnership between an agency and an advertiser. The advertiser occasionally engages the agency to execute an advertising campaign, without establishing a long-term relationship for the overall management of their advertising budget. This type of collaboration is primarily found in Asia, with a more limited presence in the American market. In France, where partnerships are generally long-term, based on contracts and mutual commitments, the “project base” model could, however, gain popularity in the future.