The Aftermath: How K2's study of media transparency in US advertising revealed a disconnect between advertisers and their agencies

This paper explores the aftermath of K2 Intelligence's report, "An Independent Study of Media Transparency", prepared for the ANA, that found a fundamental disconnect between US advertisers and agencies regarding their relationship.

The Aftermath: How K2's study of media transparency in US advertising revealed a disconnect between advertisers and their agencies

Michael J. McDermott

Among advertisers and agencies alike, many hoped the June release of "An Independent Study of Media Transparency in the U.S. Advertising Industry," a report prepared for the ANA by K2 Intelligence, would deliver the in a controversy that's been worsening for at least five years.