The Association of National Advertisers just released a RFP for a research agency to ‘demystify’ the advertising & media landscape – and clear up perception issues around rebates, kickbacks, and other practices. Results from a recent ANA & Forrester study shows some of the hot topics marketers are most concerned about;
It is apparent that there is a wide disparity in the opinions throughout the industry. The lack of a common perspectiveruns the risk of suboptimal client/agency relationships and challenged business processes throughout the ecosystem. It is the ANA’s belief that the industry requires an independent, objective, third-party individual/organization to:
- Demystify the landscape.
- Understand the role of holding companies and their levels of engagement.
- Understand if media plans are being compromised.
- Develop practical solutions and best-practice behaviors that serve as industry standards.
- Determine where marketers’ behavior may be “pushing the limits.