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IAAグローバルがK2リポートに対してステートメントを発表

米広告主協会がK2リポートを発表、リベート「蔓延」と指摘。IAAが見解を発表。
2016年6月9日

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アメリカ広告主協会(ANA)は8か月にわたり調査してきたメディア代理店リベート問題について、「K2リポート」を発表。Cash リベートやNon-transparent、不透明な行為を含むリベートが米メディア業界に蔓延しているとしました。
これについて業界1位のWPPを始め、業界3位のピュブリシスなど代理店側からの米広告主協会(ANA)の反論が出てきて議論をよんでいます。

IAA国際広告協会からのステートメントが出ておりますので掲載させていただきます。

またK2リポートの全文につきましては下記サイトにてご覧いただけます。
http://www.ana.net/content/show/id/industry-initiative-media-transparency





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IAA STATEMENT ABOUT THE ANA K2 STUDY OF
MEDIA TRANSPARENCY IN THE USA



The International Advertising Association (IAA) has reviewed the Independent Study of Media Transparency in the US Advertising Industry released on June 6th 2016 by K2 Intelligence (K2) on behalf of the ANA.



The IAA counts among its membership individuals and companies drawn from all areas of the industry, from all over the world - including advertisers, media and agencies. The IAA has long led on many industry issues - most notably highlighting and taking an advance information leadership position on matters such as the implications of digital ad fraud, plain packaging, supporting global self-regulation, privacy, and strengthening the econometrics of the ad industry.

The findings of the K2 Report underline the importance of transparency and best practices, crucial to maintain the health and to enhance the strength of the advertising industry. We, at the IAA, propose a dialog and open communication with other industry stakeholders regarding this study, such that we build trust among all stakeholders. A joint industry task force approach can process the identified issues, address problems, and result in a balanced, informed and conciliatory understanding of them and any remedies needed.

The findings of the K2 Report note the imperative need for all parties in the advertising environment to work together in a commercially viable way to reach and operate per negotiated and transparent contract terms. Such contracts must also allow for client audits to confirm compliance. All parties have responsibility to fully comply with and importantly to fully understand contract terms. And, all parties must continually identify and address areas where contractual terms are not understood.

The IAA looks forward on behalf of its global membership to continue to play its part to encourage clear communication and education such that all parties have a better understanding of the workings of the advertising ecosystem and about client agency contract terms and compliance. There is no role for any party to agreements not to fully honor contract terms, nor to understand the compliance requirements. These key issues will be topics for discussion at the IAA Cabana during the upcoming Cannes Lions Festival.

For more information, please contact:
Michael Lee, IAA Managing Director




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[PR]
by iaajapan | 2016-06-09 11:28 | グローバルの動き | Comments(0)
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