#REBATEGATE - WHAT NOW? HOW SHOULD MARKETERS REACT TO THE ANA MEDIA REBATE REPORT?: #MediaSnack Ep. 28

#MediaSnack

• 15 min

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<p>Today’s special episode of #MediaSnack is devoted to the review of the ANA’s long-awaited report into media rebate practice in the US. Following a 9 month forensic study by corporate investigations firm K2 Intelligence, the report is an alarming wake up call to a global industry riddled with speculation about bad practice on behalf of some media agencies. The report calls media rebate activity “pervasive” and that they have evidence that agencies "across the spectrum” have been involved.We take a look at the report findings, consider the implications on the wider industry and discuss what should a media director be thinking right now after reviewing the reportBefore the report was widely released, we were invited to join a briefing call hosted by the ANA and K2 Intelligence for interested parties and journalists, on the call ANA President and CEO Bob Lionise stated clearly that “the media business is not transparent”. K2 then spent 20 minutes detailing the executive summary of findings and opened up to Q&A. We understand that the accompanying guidelines being drawn up by US media auditors Ebiquity will follow in a couple of weeks.There have been very robust responses from the large media agency groups questioning the integrity of the ANA’s approach and K2’s report. This has included an accusation from Publicis Groupe that the report has “diminished and maligned" the industry. Clearly battle-lines are being drawn and this is probably just the start of a bigger fall out between marketer and agency. Look out this week for The ID Comms “Post-K2 Media Manifesto” offering some initial practical guidance for marketers feeling exposed and unsure of how to react to the report findings. </p>