MediaPost, 4A's website

Ad Agencies Are Told If They Don’t Follow New Guidelines They Risk Expulsion From the American Association of Advertising Agencies

Sep 22, 2016  •  Post A Comment

In a letter sent to ad agencies earlier this week, Nancy Hill, the president of the American Association of Advertising Agencies (4A’s), wrote: “It is our strong belief that transparency is a core principle and the cornerstone of the agency and client relationship.” Our good friend Joe Mandese at MediaPost reports that Hill concludes that if agencies violate the 4As’ recently ratified “Transparency Guiding Principles of Conduct,” agencies risk have their membership in the 4A’s annulled.

To read Hill’s recent announcements about media transparency on the 4A’s website, please click here.

Mandese adds that Hill’s letter, and meetings it has set up to discuss the guidelines with agencies over the next two months, “come as some industry sources — especially the Association of National Advertisers — have been critical of the 4As’ slow and tepid response to ANA-commissioned studies and aggressive recommendations to improve the transparency of media-buying principles, especially rebates and kickbacks from media suppliers paid to agencies.”

To read more about the history of this controversy, please click here.



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