Media Transparency: Prescriptions, Principles, and Processes for Advertisers
Executive Summary
The K2 Intelligence report was a serious wake-up call for the industry. The report flagged the level of irresponsible behavior of both agencies and advertisers. This behavior corroded the bond that existed between the two constituencies.
There were several important lessons:
- The loss of trust was the most significant and important manifestation of a disconnect in the advertiser and agency relationship issue.
- Agencies can no longer deny that the "rebate issue" exists in the United States, along with a host of other transparency-related issues. To continue that denial would seriously undermine any hope of restoring the equity in the client/agency relationship. Deflection, distraction, and denial are not the strategic pillars that will bring resolution.
- Advertisers must rethink their collective set of media management practices. The deterioration of accountability and oversight — particularly with respect to contracts — cannot continue. Advertisers must establish their primacy over the process to increase the ability to optimize client/agency relations in the future. Media management governance needs to be rethought and reconsidered.
But there is good news. The underlying tenor of the ANA and Ebiquity/FirmDecisions report is that the deterioration of the client/agency relationship can be reversed. Positive outcomes and winners from all constituencies can emerge.
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Source
"Media Transparency: Prescriptions, Principles, and Processes for Advertisers." ANA, Ebiquity, and Firm Decisions. July 2016.