ANA confronts Brand Masters with rebates

This event report outlines how brands, publishers and agencies are responding to the problem of media rebates - and what steps still need to be taken.

ANA confronts Brand Masters with rebates

Geoffrey PrecourtWarc

The Association of National Advertisers (ANA) is stepping up its campaign demanding honesty and full disclosure of transparency from agencies and publishers, insisting that "non-transparent business practices" are crippling the marketing ecosystem.

Seven months ago, a "Media Transparency: Prescriptions, Principles and Processes for Advertisers" report advised its 1,000 member companies of "a fundamental disconnect" in the industry regarding the basic nature of the advertiser-agency relationship. More specifically, the third-party independent study pinpointed "substantial evidence" of rebates from media owners to agencies, in the form of both cash and bonus ad placements....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands