Certain elements of the media business have been getting excited about the third anniversary of the ANA transparency report. Self-congratulatory pieces have appeared from Ebiquity and their sibling Firm Decisions. Both have a point in that they (and in particular their ex-colleague Nick Manning) drove one key output from the ANA work. But it’s by no means a matter of “job done.” In fact, auditors (like Ebiquity) are a part of the current problem as the media agency business struggles to transition from a buying-led culture to one more focused on planning and consultancy.
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