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THE CLIENT VIEW OF #REBATEGATE - WFA's MATT GREEN ON ANA'S REBATE REPORT: #MediaSnack Ep. 29
#MediaSnack
<p>In this weeks #MediaSnack Tom Denford is joined by Matt Green, Senior Manager Media and Digital Marketing (a.k.a. "the voice of global media") at the global marketer trade body the World Federation of Advertisers (WFA). They discuss the role and membership of WFA, which includes global brand companies like P&G, Unilever, L'Oreal, Nestle and many others with a global marketing spend of over US$700bn. The WFA represents around 60 national marketing trade associations across the world and is the voice of marketers worldwide, representing 90% of global marketing communications spend – through a unique, global network. The WFA champions responsible and effective marketing communications worldwide.In the first part of the episode Tom and Matt discuss WFA’s most recent initiative - 'WFA's Compendium of Ad Fraud Knowledge for Media Investors'. The document identifies clear actions to enable brands to reduce their exposure to ad fraud in four key areas: Standards, People & Technology, Education & Communication, and Governance. In the second part of the episode Tom and Matt discuss WFA's perspective on the ANA's report into US media rebate practice, called “An Independent Study of Media Transparency in the US Advertising Industry” and written by K2 Intelligence. For information about the report watch #MediaSnack Episode 28. In Matt’s word’s the ANA report contains a lot of constructive comments and is a helpful step forward for their marketer members. He says "we endorse the document completely". Matt Green of WFA believes that the ANA media Rebate Report (#RebateGate) will be a "catalyst for behaviour change" on the client side because some client behaviours may have "provoked the transparency problem". Finally, they discuss WFA's most recent member’s survey on media transformation which highlights that Talent is becoming one of the biggest concerns amongst WFA members and how important it is to ensure that they have the right resources and capabilities to face the future. This month ID Comms completed the ID Comms 2016 Global Media Talent Survey, that will be published in the next couple of weeks and will feature on future episodes of #MediaSnack. </p>