The Association of National Advertisers has addressed several issues raised by ad agencies and others in its report on the prevalence of rebates in U.S. media ad buys.
The ANA said in a report earlier that media buyers associated with ad agencies are getting undisclosed payoffs from media companies — which the agencies deny.
The ANA received a lot of pushback on the study, partly because the sources were anonymous.
The 4A’s, for example, said the anonymous and “one-sided” nature of the report “undercut the integrity of its findings,” we reported.
ANA Chairman Tony Pace now says in an open letter to members the anonymity was needed because there was “a palpable fear of reprisals” among those who took part in the study, reported Ad Age.
Stating he wanted to provide members “some factual clarity and perspective to the discussion,” Pace wrote that “undisclosed and deteriorating media buying practices have been discussed by the ANA board for five years. “Any suggestion that the outcome of this business assessment was pre-ordained is inaccurate.”
While the ANA board supports the report, it takes “no delight” in its findings. Indeed, Pace wrote “it is clear that there are significant business issues that need to be addressed,” according to Ad Age.
Pace promised guidance and best practices for marketers to consider will be forthcoming by the end of the month.