Sshh, the ANA Report landed this week…

by @phillivingstone

So, the long awaited ANA report has finally landed this week. Yes, it’s a US investigation but very little commentary or reaction to the report in the UK — except from the ever sharp Dominic Mills, on Monday. Ahem, Why?

Before I carry on…

Let me declare my interest from the start (in the spirit of transparency). I have worked in media agencies for 15 years and as a client for the last 4.5 so feel I am well positioned to comment.

The greatest marketing campaigns are often delivered when in-house teams, creative and media agencies collaborate and work together. Fact.

It’s a symbiotic relationship, built on mutual trust, respect and integrity. Yes it’s hard at times, patience is tested, friendships are forged and respect is earned.

Throughout the years I’ve been lucky enough to have met and worked with the smartest and most passionate people around — all of which work in or run agencies (current role aside).

I’m also sure the findings of the ANA report cut much deeper than reported and not just contained to our friends across the pond.

I agree with some of the findings as to why we ended up in this place but it cannot continue.

Perhaps if procurement focused less on cost and more on value we would be in a better place?

The expectation from clients has never been higher. Rapid changes in technology allow for audience hyper-targeting. Modern Media agencies are unrecognisable from as little as 10 years ago. While the tech has improved, I don’t believe the service layer has, due to the current agency model. The ‘agent’ in agency is sometimes questionable. Are there really different shades of grey in the role of ‘principle’?

Fee reductions have perhaps driven the wrong behaviour (but that’s not an excuse for these practices).

Advertisers do need to ensure modern contracts represent modern marketing techniques. Loopholes are closed. Full audit rights in return for fair compensation.

The alternative perhaps, is for non competing advertisers to group together and create a not for profit agency (or technology company) that is more transparent and serves a higher purpose. I think we are a long way from this but do believe this will be a viable option is things continue.

Here’s to ceasing some of these shady practices, for grown up conversations about fees, transparent practices and end to end visibility. Or is that too much to ask? Have we closed that door forever?