ANA Issues Media Transparency RFP

By Bill Duggan

Undoubtedly, you’ve seen the buzz around rebates and transparency issues in the trade press over the past few months. It is the ANA’s belief that the industry requires an independent, objective, third-party individual/organization to help identify the “truth.” And we have just issued an RFP for that.

The ANA is seeking a resource to investigate. Set the record straight. Dig deep with agencies, marketers, media, suppliers, and vendors, as much is not understood about what is taking place throughout the ecosystem. Conduct this analysis without bias. Demonstrate objectivity and integrity throughout to ensure that the study is beyond reproach.

This third party needs to:

• Demystify the landscape. 
• Understand the role of holding companies and their levels of engagement.
• Understand if media plans are being compromised.   
• Develop practical solutions and best-practice behaviors that serve as industry standards.
• Determine where marketers’ behavior may be “pushing the limits.”

Full RFP details here.