Lack of media transparency is also an issue in Australia. Yet many still ignore it
This week the Association of National Advertisers in the US released an incendiary report pointing to widespread questionable conduct by media agencies. Australia faces identical issues, but are Australian advertisers less likely to see their own industry body speak out because of conflict of interest, asks TrinityP3’s Darren Woolley.
Throughout the past 48 hours there has been much discussion about the ANA Media Transparency Report by K2 and its implications.
The report’s findings are an anonymous but largely credible representation of the current situation in the US, and from our experience also in the Australian media market, too.
In fact, back in 2012 we first became aware of the term ‘value bank’ and the escalating rebates between media publishers to media agencies.
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Got something to sell Darren?
More consulting fees??
Amazing you run this stuff mumbrella, letting people who want to cultivate an environment of mistrust and paranoia for their own gains the chance to say whatever they want with no real right of reply.
I’m not sure it’s the best selling technique from Darren to point out that some media owners think consultants are to blame for the issue.
@Bashed Didn’t you just demonstrate a right of reply by commenting? But if you want to elaborate further on your views submit a response – I’ve seen Mumbrella publish many a ‘right of reply’ to an issue.
Apart from Darren having an agenda to sell his company, what is actually false with his statement? I’ve been very surprised by the lack of response on this issue. Having worked both client and agency side I see it as an issue both sides need to have cleared up so why is the response so slow?