74 Marketing Trends found for Regulation / USA

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US Advertisers Lay Down Ground Rules for Ad Agencies

Trend Summary: A new report by the US Association of National Advertisers [ANA] urges greater transparency in advertising practices.

The ANA report, titled Media Transparency: Prescriptions, Principles and Processes for Marketers, urges greater transparency in advertising, establishing three key policies advertisers should adopt to achieve full transparency, specifically overarching ...

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... media agency management principles that can be easily understood and executed.

The proposed principles include requiring media agencies to ensure complete transparency in all transactions with parent companies, subsidiaries, affiliates, and third parties.

The ANA report also urges ad agencies to err on the side of communicating everything - important or otherwise - to their marketing clientele.

Additionally the ANA recommends that its members ...

  • Establish primacy over the client/agency relationship, and regularly re-evaluate and upgrade internal processes and practices.
  • Create a uniform code of conduct between the advertisers and agencies.
  • Ensure that contracts with media agencies include robust language to deliver full transparency.

Read the original unabridged ANA article.

[Estimated timeframe:Q3 2016]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: ANA.net
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6935

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