The questions clients & agencies should ask about the MFA transparency framework

November 27, 2015 11:20

The MFA yesterday released a new framework on transparency for media agencies and their clients. Mumbrella’s Nic Christensen welcomes a formal framework for these issues but notes that both sides may now have to answer some awkward questions.

Yesterday’s release of a MFA transparency framework makes for interesting read for a variety of reasons.

Not only because it formalizes the existence so-called “value banks” (no longer are these something of fiction or a seemingly isolated activity) but also because it puts the onus on both sides to begin what may well be a difficult conversation for all concerned.

Maybe that’s why there was no big awareness push by the MFA or AANA around this.

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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1 COMMENTS

Peter Warne 27 Nov 15

Nice work Nic. While this topic has been covered relentlessly, it seems that nobody is speaking about transparency in other industries. Large retailers expect “rebates” for brands to be stocked in their stores, for example. Is this not pretty much the same thing?

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