Our industry is constantly engaged in discussions about accountability, transparency and metrics that can be trusted in ad trading.
Read More Mumbrella: Is Australia falling behind the world in industry accountability?
Category: Recommended Action
MediaPost: The Vote Is In: Transparency Crosses ‘Party’ Lines: Clients, Agencies Agree 4As Is Right
Following a year in which the rancor and partisanship in the U.S. ad industry was second only to the U.S. presidential race, it turns out there is much more unity surrounding issues of media-buying “transparency.” While it likely is a far less scientific process than the U.S. electoral process, a survey of ad industry executives shows that far more side with the American Association of Advertising Agencies’ (4A’s) transparency “principles” than agree with the Association of National Advertisers’ (ANA) recommendations.
AdNews: Gloster: AANA refutes transparency ‘blanket approach’ claims
The Australian Association of National Advertisers (AANA) has hit back at claims it is adopting a ‘blanket approach’ to addressing media transparency and client-agency contracts.
Read More AdNews: Gloster: AANA refutes transparency ‘blanket approach’ claims
MediaPost: Why Media Transparency Trumps Buying Power
The total ramifications of the Association of National Advertisers’ recent report on media transparency have yet to be fully realized. But at the very least, the report’s revelations about large media holding companies and their agencies pushing their own digital partnerships and buying tools on clients suggest that bigger is not necessarily better. Pressure on large agencies to generate revenue and profits apparently have created a breach of trust between client and agency that goes deeper than ever before.
Read More MediaPost: Why Media Transparency Trumps Buying Power
The Drum: Sir Martin Sorrell: ‘The ANA report has stimulated the audit industry but transparency reviews should focus on Japan and the Middle East not the US’
The flurry of advertisers reviewing exactly what their media investments deliver has “stimulated” the audit industry but the real threat to budgets resides in markets like Japan and the Middle East where transparency is questionable, warned WPP’s chief executive Sir Martin Sorrell.
AdNews: AANA guidelines are starting point on media transparency, not the finish line
The Australian Association of National Advertisers’ (AANA) guidance around agency contracts offers an important, non-prescriptive starting point to promote better media transparency. The industry should unite to chart a sensible way forward.
Read More AdNews: AANA guidelines are starting point on media transparency, not the finish line
Mumbrella: Marketer body repurposes US guidelines for media agency-advertiser relationships for Australia
The Australian Association of National Advertisers (AANA) has adapted a US code of conduct for the local market to help marketers manage their media agency relationships in the wake of local and international revelations on transparency.
The Australian Business Review: New code of conduct for marketing industry
Advertisers and agencies have been told to follow much stricter rules when entering into contracts under a new landmark code of conduct designed to restore market confidence in a sector hit by a series of scandals.
Read More The Australian Business Review: New code of conduct for marketing industry
Forbes.com: How CMOs Can Get Transparent With Their Agencies About Rebates
It’s been a turbulent time for the marketing and media industry recently: the very notion of transparency, long a bastion of the client-agency process, has come under fire on several fronts.
Read More Forbes.com: How CMOs Can Get Transparent With Their Agencies About Rebates
Business Insider: How one San Francisco-based ad agency is responding to an investigation that rocked the whole industry
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.