Bob Liodice, CEO of the Association of National Advertisers, made the declaration just weeks out from the release of what is tipped to be an revealing report by intelligence firm K2 into the controversial topic of rebates given to media agencies by media owners.

“The study was conducted solely based on US marketers but for all practical purposes there will be lessons learnt for all marketers, agencies and media companies around the world,” Liodice told Mumbrella.

The head of the association, which represents some of the biggest brands in the world, also noted that while the report was focused on practices in the US there would likely be ramifications for all advertising markets.

Read the full Mumbrella article here.