Production process shows dearth of transparency at agencies

Michael J. McDermott

Details findings from the ANA on non-transparent agency practices and provides recommendations for advertisers to avoid non-transparent business practices.

Marketers got a resounding wake-up call in 2016 with the release of the ANA's landmark report on transparency – or, more accurately, the lack thereof – in the media-buying ecosystem. In a second ANA report released in August 2017 that might have been titled "Transparency Redux," marketers got another alarm, albeit on a smaller scale.

The new report's most important takeaways for marketers were that they may not be getting the best value for their production dollars, or the best talent to meet their production needs, but there are concrete steps they can take to address those issues.

The report,...

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