ASIA-PACIFIC – A new set of media-transparency guidelines from the US Association of National Advertisers (ANA) is a good start and just as relevant for marketers and agencies in Asia-Pacific as anywhere else, according to several people in the media industry.

A key part of the report is an anti-rebate contract template that ANA suggests marketers use for their media-agency relationships. ANA also strongly urges companies to appoint a chief media officer to oversee media strategy, partner with external agencies and work with third-party suppliers.

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