With ISBA yesterday (28 April) announcing a new contract designed to create more transparency for advertisers negotiating with media agencies – the first time in more than a decade it has taken such a step – it appears that more and more marketers are losing faith in the controversial rebate model.
More than 70% of global advertisers and agencies agree that the way an agency manages rebates is the biggest barrier to building long-term trust, according to ID Comms’ 2016 transparency survey.
New guidelines from the ANA put the onus on marketers to improve media transparency, recommending they appoint a chief media officer to give ‘board oversight’ and rewrite contracts.
The collective silence of sponsors during the European Super League fiasco spoke volumes, but brands should still be looking at ways to rebuild trust and engagement for fans of the beautiful game.
Louise Maugest will lead UK marketing operations, replacing Kris Robbens who takes on a global role as senior director of brand strategy at the soft drink giant.
The Global Alliance for Responsible Media’s new report into digital brand safety performance is a “notable milestone” for the industry, says Isabel Massey, but that does not mean marketers can rest on their laurels.
In an age of image fatigue, audio is fast becoming a favoured medium for brands looking to up the emotional engagement.