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4A’s Exec Urges Compromise on Commercial Ratings

Mar 1, 2007  •  Post A Comment

By Chuck Ross, Editorial Director

To break the impasse between buyers and sellers about commercial ratings, agencies need to compromise.

That’s the word from Marc Goldstein, CEO of Group M, North America, and chair of the Media Policy Committee of the American Association of Advertising Agencies.

It would be better to take a “small step” forward, and not a “giant leap,” to get some form of commercial ratings in place, Mr. Goldstein said at this morning’s opening session of the 4A’s Media Conference at the Venetian Hotel in Las Vegas.

He noted no one was going to get everything they wanted in the debate surrounding commercial ratings, but if agencies were willing to compromise, some progress could be made in time for this season’s upfront marketplace, where billions of dollars of ad time are negotiated.

Another issue that must be addressed is the lack of cultural diversity in the ad industry, Mr. Goldstein said. Both faculty and students must be educated about the opportunities in ad media business. To that end, he said, he would meet with four New York-area colleges.

Other issues in which progress needs to be made are e-business procedures and making sure media isn’t treated as a commodity, especially with various digital services and technologies both here and on the horizon. Media is creative, not a commodity, Mr. Goldstein said.

He also addressed the issue of whether media planning should be re-bundled with creative. His answer was no. Instead, he urged better collaboration between media shops and their creative siblings.

(Editor: Horowitz)