Brands need ‘chief media officers’ to ensure media agency transparency says part two of ANA report

July 19, 2016 9:45

Media agencies should be forced to declare all “conflicts of interest” and allow clients “thorough audits”, according to the second part of US advertiser association ANA’s controversial report into media agency rebates and kick backs.

Part two of the report, authored by auditors Ebiquity and its subsidiary Firm Decisions, sets out a series of recommendations for media agencies and marketers to follow, after the first part of the report released last month found “non transparent practices” are “pervasive” across the United States.

Among recommendations are for major brands to create a “chief media officer” position to manage the relationship with media agencies for advertisers, and that media agencies be forced disclose all potential conflicts of interest and allow thorough audits of not only the agency but its parent company, affiliates, and subsidiaries to reassure their clients of full transparency and contract compliance.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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