Bill Duggan, VP ejecutivo de ANA
Bill Duggan, Group Executive VP at the Association of National Advertisers (ANA), explained in an article the principles of transparency in the purchase of media, issued by the organization together with Ebiquity in the report An Independent Study of Media Transparency in the U.S. Advertising Industry, which reveals evidence of non-transparent business practices in the U.S. market in the form of rebates as well as substantial evidence of potentially problematic agency conduct. The article is titled Media Transparency: Prescriptions, Principles, and Processes for Advertisers. The new publication offers a series of recommendations and advice for advertisers to eliminate possible transparency conflicts the research identified. One of the first pieces of advice it offers is is that advertisers should ensure that contracts with their media agencies contain robust provisions to deliver full transparency and that they should have the right to perform audits to their agency. “Advertisers should implement strong, disciplined internal processes to deliver contracts which ensure strict accountability, compliance with effective management principles, rigorous process governance, and significant senior management oversight” recommended Duggan.He explained “advertisers should take ownership of data and exert control over the media technology used on their behalf.”
Mark McNeilly de ANA: Todo mercadeo debe basarse en el consumidor
