Reactions to the Association of National Advertisers’ media-buying transparency recommendations Monday ranged from muted to “we’re all in.” Muted was Madison Avenue’s official response, underscored by 4As chief Nancy Hill’s statement that the trade association will respond in due time, after thoroughly reviewing the report, its recommendations and a proposed template for media-buying contracts that would give clients explicit and unprecedented audit rights of their agencies.

All in may be the best way of describing how others — including at least one former 4As member agency — reacted. Cincinnati-based Empower MediaMarketing, which pulled out of the 4As when it gave a tepid response to the ANA’s release of its initial report on the subject last month, immediately reviewed the new recommendations and “pledged support” to the ANA and encouraged other agencies to follow suit.

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