After determining in a recently-commissioned study that non-transparent business practices, including cash rebates to media agencies from sellers are “pervasive in the U.S. media ad buying ecosystem,” the Association of National Advertisers published detailed recommendations to advertisers. The American Association of Advertising Agencies has rejected the findings of the study — as well as the ANA’s recommended action steps to marketers.
As Thomas observes in his column, CMO’s are in many ways caught in the middle of this impasse. “What can CMOs do to safeguard their advertising budgets while trying to maintain healthy working relationships with their agency partners?” he writes.
So what’s a CMO to do?
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