The advertising agency industry was rocked in late 2015 by allegations of improper actions being taken with advertiser dollars, especially — but not limited to — the media investments being handled by large multinational agencies/holding companies.
This past June, an investigation commissioned by the American Association of National Advertisers (ANA) validated much of what was a primary concern: agencies were not being fully transparent about the ways that they were making money.
Read the full Business Insider article here.
We at Crossmedia can appreciate how some independent agencies are speaking out about the outrage of a conflicted business model that is the de facto standard in our sorry industry. However, we miss a commitment that goes beyond the hoopla of quitting the 4As and the rhetoric of a bill of rights. Crossmedia feels that what we need is a new standard industry practice, with the ANA MSA template being a very solid start.