Cutting a path through the international media jungle

Explains why multi-national advertisers need independent media auditors. Illustrated by pointing out very different trading conditions and transparency issues for media in different parts of the world.

Cutting a path through the international media jungle

Stephen White, Fairbrother White, explains why multinational advertisers need independent media auditors

Stephen White

For those of you who do not use independent media auditors, remember this quote from Jan Leschley, CEO of SmithKline Beecham: 'If you are not keeping score, you are only practising.' How many advertisers are still only practising proper media accountability internationally?

International advertisers are driving the demand for auditing services across the globe. This article will shed some light on why the international media auditing and consulting market is growing dramatically, and also illustrate what practical needs...

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