American ANA’s K2 report: evidence of ‘pervasive’ media agency rebate collection
4A’s, Publicis slam ‘Transparency’ report for lack of transparency
Ad Age: An
investigation by the Association of National Advertisers has found that
rebates, including “cash rebates,” and “other non-transparent
practices” are pervasive in the U.S. media buying ecosystem, the trade
association announced this morning.
Findings from the
eight-month-long investigation conducted by independent firm K2
Intelligence are contained in the ANA’s 58-page report.
The
report, which alleges that contracts for rebates and other
non-transparent business practices were negotiated and sometimes signed
by high-level agency executives, outlines the various “non-transparent
practices” by agencies, based on “detailed source accounts from dozens
of confidential, personal interviews as well as documentary evidence”
such as contracts and emails.