NEW YORK (July 18, 2016) — Marketers should require media agencies to be fully transparent to elevate trust and restore confidence in the client/agency partnership, according to a wide-ranging set of recommendations released today by the ANA (Association of National Advertisers) and Ebiquity/FirmDecisions.
These recommendations follow the ANA’s publication of its investigation into media transparency, conducted by K2 Intelligence, which found that non-transparent practices may be pervasive in the US media industry.
To read the full release, and to download the report and guidelines, click here.
Recent press coverage
18/07 – Wall Street Journal – Advertisers Should Reexamine Agency Relationships, ANA Says. Read article
18/07 – Financial Times – Advertising body calls for robust audits of media agencies. Read article
18/07 – MediaPost – ANA Releases ‘Transparency’ Guidelines, Contract Template Too: Calls For ‘Chief Media Officer’ Role. Read article
18/07- Marketing Week – ‘Marketers must take control of media transparency to stop irresponsible behaviour’. Read article
18/07 – AdvertisingAge – ANA issues Long-Awaited Agency – Client Transparency Guidelines. Read article
18/07 – Yahoo Finance – No more Mad Men: Why the ad biz is at a cross roads. Read article
19/07 – Business Insider – Here’s what marketers are being advised to do 1 month on from the divisive ANA report into ad agency rebates. Read article
19/07 – Mumbrella – Brands need ‘Chief Media Officers’ to ensure media agency transparency says part two of ANA report. Read article