#mediasnack

On this week’s #MediaSnack we devote the whole episode to reviewing the ANA’s Media Transparency Guidelines which were finally published this week after some delay. This draws to a conclusion the Association of National Advertisers’ year-long project to identify the scale of rebate and other non-transparent practices amongst US based media agencies and offer guidance to those advertisers (pretty much everyone) who may have been exposed to this practice or was entirely unaware of the risk.We look at the main points of ANA’s advice to marketers, including a strong suggestion that most marketers don’t currently have sufficient capabilities to oversee media management internally. They recommend appointing a Chief Media Officer, someone internally who can champion the role of media within the company, have more accountability for media as an investment for growth and someone who can define the relationship with the agency beyond just buying cheap media. We expect that the guidelines will now trigger many brands in