Bob Liodice, presidente y CEO de ANA
The Association of National Advertisers (ANA) appealed to experts’ marketers to diminish their non-disclosed agency activities until learning about the agency-client transparency guidelines issued by the organization on Monday 18th. The auditor Ebiquity, together with investigative firm K2 Intelligence, were commissioned to investigate allegations that agencies were collecting rebates from U.S. media-buying deals. “The purpose of these guidelines is to provide marketers with tools for addressing transparency issues specific to the K2 Intelligence study” said Bob Liodice, ANA’s President and CEO. “We outlined actions marketers should consider to diminish or eliminate non-transparent and non-disclosed agency activities and to ensure that their media management processes are optimized.” The report found that rebates, including cash rebates, and other non-transparent practices are pervasive in the U.S. media buying ecosystem. ANA is recommending clients to request their agencies to “disclose all potential conflicts of interest and allow thorough audits of the agency, its parent company, affiliates, and subsidiaries to ensure full transparency and contract compliance.” The investigation also revealed that it’s important for clients to take control of their data and of the media technology used on their behalf. ANA is also recommending advertisers to review all contracts each year to ensure they are fit to the client’s business objectives.
Bob Liodice de ANA: La industria publicitaria aportó 19% al PIB en EE UU en 2014
