ANA Solicits RFPs for Industrywide Media Transparency Study

The ANA has issued an RFP to identify a third-party organization that can conduct a thorough and objective analysis of all media transparency issues.

The ANA has several core objectives:

  • Demystify the landscape to establish an appropriate foundation for solutions and longer-term quality business practices.
  • Understand the practices and processes of holding companies, suppliers, vendors, and media organizations.
  • Assess marketers' practices and processes.
  • Develop practical solutions and best-practice behaviors that serve as industry standards, with a cornerstone objective of elevating trust and confidence throughout the media-buying supply chain.

The ANA seeks a third-party organization that can dig deep with agencies, marketers, media organizations, suppliers, and vendors. It is the ANA's belief that the industry requires an independent, objective individual or organization to provide indisputable marketplace clarity and to help set the record straight.

The focus on media transparency began three years ago with the emergence of undisclosed media rebates. An ANA member survey taken at the time indicated a wide swath of marketers had never heard of rebates or did not know rebates were a part of their companies' media buying process. Following the survey, the ANA developed a white paper in conjunction with ANA General Counsel Reed Smith to explain rebates in more detail. In early 2014, the ANA and Forrester teamed up to explore "transparency" more broadly via another ANA member survey. Results indicated growing concerns about transparency across a variety of business practices.

"It is apparent that a wide disparity of opinions exists throughout the industry," said Bill Duggan, ANA group EVP. "The lack of a common perspective runs the risk of suboptimizing client/agency relationships and creating an environment of mistrust."

"One critical expectation is that the output from the study must be reported without bias," said ANA President and CEO Bob Liodice. "The report must demonstrate objectivity and integrity throughout to ensure that the study is beyond reproach."

Individuals or organizations interested in participating in the proposal process should advise the ANA no later than close of business on Friday, July 10, 2015. Responses of no more than two pages should include a statement of interest, identify any potential conflicts, and include credentials.

Final proposal deliverables are due by close of business Friday, July 24. For further information, please view the full RFP.

About the ANA

The mission of the ANA (Association of National Advertisers) is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.

For more information

Duke Fanelli
EVP and CMO - ANA
dfanelli@ana.net | 212.455.8030