This Blog Post Has Nothing to Do with the Coronavirus

April 17, 2020

By Andrew Eitelbach

PM Images/Getty Images

In 2015 an allegation about media rebates set the marketing industry on edge and forced many brands to scrutinize their agency relationships.

Five years later, problems persist. And issues of trust remain.

"Challenges related to trust are often symptomatic of larger issues between the partners, like mismatched communications and expectations, as well as how the relationship was defined at the start,” Marla Kaplowitz, president and CEO of the 4A's, tells ANA magazine.

Keeping lines of communication open, and building trust from the start, is the path experts advise brands take when looking to improve relationships with their agency partners. With perspective from Kaplowitz, Dana Anderson of MediaLink, Rob Master of Unilever, Tony Rogers of Sam’s Club, and others, this story explores the inherent miscommunication between marketers and their agencies, and what’s being done to help build trust.

More highlights from March:

Also, be sure to catch up on the latest industry trends contributed by ANA partners in Forward magazine. March’s contributions include:

See highlights from February or find even more great coverage of the industry on ANA Newsstand.

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