Dear 4A’s Member,
Much has been written and debated in recent months regarding media transparency.
Across the industry, there is agreement that trust is the bedrock of any partnership and transparency in business dealings, including media buying, is critical to fostering that trust.
And there’s a common belief that it’s in everyone’s best interests – our member agencies and clients alike – to engage in productive discussions that attempt to clarify a media landscape and process that has become increasingly complex.
We have reviewed the recommendations in the Ebiquity Report issued last week and feel they are not all consistent with what many of you say your clients are asking for in their MSAs. We know you’re having candid conversations with your clients and we continue to believe that your contractual negotiations are best left between you and your clients.
Of course, we urge transparency and recommend you use as guidance our 4A’s Transparency Guiding Principles of Conduct, which were designed to identify material media transparency questions and address them with constructive dialogue and pragmatic courses of action.
As many of you know, we will be hosting a Town Hall meeting on August 17 to discuss in detail the Transparency Principles. All members are invited. You can learn more here.
Lastly, if you have any questions or concerns, please feel free to contact me directly or reach out to Bill Tucker, EVP, Media and Data.
President and CEO