ANA Forum Shows Advertisers, Agencies Far Apart on U.S. Rebates
Posted in: Uncategorized
Advertisers and agencies may be talking more about media rebates in the U.S. thanks to the recent controversy, but they’re sometimes far apart on the basic issues of whether they exist at all or how to monitor them. That much was clear from a “Transparency Town Hall” on Sunday at an Association of National Advertisers conference in Phoenix.
“There’s a lot of denial going on,” said Ana Jernestaal, assistant VP-finance for L’Oreal USA, which is reviewing its $2.3 billion U.S. media buying account. “We know [rebates] exist, but we’re sitting across the table from advertising agencies that are flatly denying it.”
The rebate issue raises fundamental questions about agencies, she said, including “are they negotiating on our behalf or not? Two, are they being honest with us?”
Post a Comment