The recent adversity between the ANA and the 4As over the issue of media transparency is more that just a passing dispute. It is an inherent weakness in the so-called “partnership” that both sides of the industry claim they want. Agencies have long called for greater understanding between client and agency. They have made many speeches about the need for trust. And most clients have also tried to foster that kind of relationship, because it is really the only way that the relationship can be most productive and valued to both parties. But if the two trade associations demonstrate a distrust for each other, what chance do their members have in coming together?