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ANA Guidelines Will Disrupt Brand-Agency Relationships
By: The Drum
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The main thrust of the advice was to ensure that transparency in the US media landscape, especially with regards to the issue of media rebates – a practice more commonly ‘accepted’ in the UK, but much more controversial/unspoken of on the other side of the Atlantic.

Critics of the K2 Report

The initial K2 Report itself was not without its own controversy; critics (ie agencies) were quick to bemoan the fact it was based on anecdotes, plus unattributed testimony, as opposed to evidence-based fact. The Drum sought comment from multiple US-based agency representatives post the publication of last week’s guidelines, but all declined the opportunity, although the trade body representing media agencies there (the 4A’s) has said it will review the document with the ANA.

However, later in the week I participated in one of The Drum’s first panel events covering the digital media trading sector in the US, with the issues of transparency in the landscape where debated at length. You could be forgiven for thinking the juxtaposition of the two events was deliberately timed (it wasn’t); rather the issue of trust and transparency in the digital media landscape (plus the subsequent disruption they produce) are all pervasive in the industry – to use ANA parlance.


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About the Author
This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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