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Media Transparency, Value & Performance Assessment

Are you concerned about the value you are obtaining from your media investment? Has your digital media spend increased without any substantial improvement in results? Are your media needs ever more complex? Are you considering reviewing your media agency arrangements? … Continue reading

Top 10 tips to ensure media transparency – Infographic

Media transparency is the talk of the industry, but the real issue is ensuring you are getting the value and performance from your media investment. Transparency gives you access to determining the real value of your media spend, with these … Continue reading

Top 10 tips to ensure media transparency (Media Transparency)

Media transparency is the talk of the industry, but the real issue is ensuring you are getting the value and performance from your media investment. Transparency gives you access to determining the real value of your media spend, with these … Continue reading

Media transparency the biggest challenge last year and next

2016 was, generally speaking, a difficult year for the world. Brexit, the US election, and a number of iconic world figures dying, and various natural disasters, have not made for high levels of morale or happiness. So can we at least spread a bit of cheer in our tiny little corner of the world, that of the marketing industry? Unfortunately not; the past year has given us very little to cheer about. If advertisers are looking for some relief from the challenges and issues of the past year, I suggest they make sure they are well rested going into 2017 based on the biggest issues we have noted in 2016. Continue reading

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Relationships, remuneration and media transparency top trending marketing topics in 2016

Following a series of high profile international scandals, media transparency has, for the first time, made it into the top three most popular subjects in the Marketing Management Book of the Year 2016. While social media measurement and gender equality have also received considerable attention over the past 12 months, the relationship between client and agency once again tops the list, followed by posts on agency remuneration. Continue reading

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What can marketers do now to manage brands through the media transparency debate?

There’s an old saying. If it swims like a duck, and quacks like a duck, then even if it’s not 100% duck, it’s certainly been ducking around. Last week’s ANA report on media transparency, and whatever follows in Australia, means that this issue is going to run and run. Maybe it’s the refreshing clarity of the ANA report that has finally made the problem impossible to ignore. But it cannot be a surprise to anyone in the industry for more than five minutes – agencies, marketers or publishers – that the issue itself has finally come to a head. Continue reading

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Is Media Transparency desirable only until it costs advertisers money?

There is a lot of discussion regarding the importance of transparency in media, especially in regards to digital media and programmatic buying. The discussions in the US between the advertisers, represented by the ANA, and the agencies, represented by the 4As, led to open public disagreements and calls for apologies.
The same discussions are being held between their various counterparts around the world. Even in Australia the Media Federation representing the media agencies developed and provided guidelines on transparency with their advertisers counterpart the AANA. But it is interesting having discussions with advertisers on an individual basis regarding media transparency. It appears that on an individual basis the attitude is more aligned with the famous ad man Bill Bernbach “It’s not a principle until it costs you money.” Continue reading

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Media Transparency, Performance and Value Assessment

Our Media Transparency, Performance and Value Assessment takes a holistic look at the operation of your media agency, assessing against best practice at every stage of the journey. It aims to give you the tools to improve the output of … Continue reading

Marketing Technology and its impact on Media Ethics and Transparency

There is much discussion on Marketing Technology and the impact it has on Media Transparency. In this post, myself and David Angell from TrinityP3 deliberately take differing points of view to explore the issues and encourage industry discussion on this important topic. Continue reading

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Managing Marketing: Media value, transparency and relationships today

Steve Allen, Chief Executive of Fusion Media has seen significant changes in the media landscape in his career and here shares with Darren his views on media value, the problem with lack of media transparency today and the continued importance of having trusted and respected relationships with media owners, media and agencies and the advertisers. Continue reading

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Download The Media Rebate and Transparency Crisis

APAC advertisers can no longer ignore the issues of media agency transparency

With reports last week of over-charging of digital media by the Dentsu Aegis Network, with one of their most significant and longest-standing clients, Toyota Motor Corporation of Japan, advertisers across the region need to reflect on their own media agency arrangements rather than to continue to ignore the issue thinking it is an isolated issue or one for the USA alone. If this behaviour can occur in a market where trust and honour are such core concepts to business practice, between two such long standing business partners, then how can any right thinking person not believe it is happening elsewhere across the region? Continue reading

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Consumer goods client reviews media agency performance, value and transparency without a pitch – case study

The marketing team had experienced what it believed to be significant challenges with its incumbent media agency. However, the team was unsure as to the actual scale of its own findings: How good or bad was the incumbent agency, relative to the market? Was the incumbent agency being paid correctly, too much or not enough? How transparent was the incumbent agency in its dealings, over the course of a long term relationship? Was it really worth ‘going to pitch’ given that the same problems may end up simply being transferred to a new relationship? Continue reading

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The slow motion train wreck that is the media rebate and transparency crisis

The recent K2 Report on media transparency and rebates commissioned by the ANA has articulated what we have observed in APAC and especially Australia for the past 4 years or more. It has literally been like watching a train wreck in slow motion. My recent claims of conflict within the AANA are driven by frustration over the continued lack of action on this matter, considering we have seen it coming since 2012. But in fact it all started before then with the Global Recession or Financial Crisis. To explain why we remain so frustrated about the inaction of the AANA and other peak bodies, we’ve taken the time to detail all our main interventions, blog posts and comments around this issue over the last several years, with links for those interested in reading the original material.

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You want transparency from your media agency? Look at your own behaviour first

I read with interest the recent interview with Jon Mandel, the ex-Mediacom CEO credited, via some forthright conference commentary about his experiences, with playing a major role in sparking the global media agency transparency debate that has dominated much of the industry agenda over the last 12-24 months. All the key topics were covered; the role of AVBs, the US-based investigation into agency practices, the newly released ISBA guideline contract out of the UK, the legal action allegedly taken by some agencies to protect their secrets, and the drain of distrust, complaint and counter-complaint around which media agencies, marketers and commentators are viciously circling. Continue reading

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