Marketer body AANA will ‘share findings’ of US media agency transparency report with members
The main Australian marketer industry body has conceded that a new US transparency report is “globally relevant”, but stopped short of committing to implementing any of its findings locally.
Overnight the US advertiser association, the Association of National Advertisers (ANA) released part two of its controversial transparency report, which recommended stringent new rules be put into place which would force media agencies to open up their books for auditing, as well as the creation of a chief media officer to manage relations for brands.
Responding to the report Sunita Gloster, CEO of the Australian Association of National Advertisers (AANA), said: “We welcome any recommendations that aid and benefit transparency in media advertising. The need for transparency in media buying is not a new issue and it is one that requires ongoing attention from advertisers.