How to Navigate the Agency Rebate Thicket Going Forward
Posted in: Uncategorized
With the Association of National Advertisers preparing to release working guidelines for its members, it’s time to cut to the chase on the issue of agencies padding their compensation in ways that are not transparent to their clients. Notice that while I say it’s time, I do not say it will be easy, particularly for global marketers.
One key to bringing more clarity to advertiser/agency relationships is that advertisers should strongly consider having direct relationships with media sellers. There’s been little to no conversation about this.
Before offering practical solutions to afford advertisers and agencies as much transparency as possible, there needs to be a refutation of some of the canards that have been put forth to either deny the rebates exist, or to minimize the impact they can have on relationships between advertisers and agencies — relationships which in my view are at an all-time low.
Post a Comment