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)

第8回 IAAデジタル&グローバル講演会

好評のうちに終了いたしました


第8回 IAAデジタル&グローバル講演会

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「デジタル」がクライアントのビジネス環境に浸透していく中で、例えばマーケティング部署でメディア作りやECでの事業参入など、宣伝・広報部に留まらず、システム部や役員まで巻き込んだ役割が拡張される動きが国内外のマーケティング部署に散見されてきています。その中で、より統合的で事業視点のあるデジタルマーケティングの視座が必要になってきており、経営コンサルティングファームがデジタルエージェンシーを設立しているのも記憶に新しいと思います。
そこで今回では、そういった背景に対応すべく、欧米のスタートアップから発した事業改善手法であるグロースハックをマーケティングに掛け合わせ、クライアントのコミュニケーション課題に応えていく取り組みをご紹介いたします。

「今、マーケティングとかけ合わせるべき事業成長概念「グロースハック」とは~デジタルマーケティングの市況から考える次のアプローチ~」
講 師: 片山 智弘 氏 株式会社 電通


●開催日:2016年7月11日(月) 3:00pm-4:30pm
●会場:電通銀座ビル8階会議室
●会費:会員(IAA会員名簿に名前が登録されている方)/無料
一般/2,000円 (要予約)
締切日:7月7日(木)
   

講師略歴:片山 智弘 / Tomohiro Katayama 株式会社 電通
大学院生時代からWEBサービスを制作運営し、当時作っていた会社を売却して2012年に電通入社。入社後は、デジタル系新規技術を活かしたビジネス開発とプロトタイピングに従事。現在はヘルスケア分野の新規サービス作りとグロースハックとマーケティングを融合させたソリューション開発がテーマ。会社のこれまでにない技術的なケイパビリティや収益源を作るべく奮闘中。


お申込み/お問い合わせ先: IAA日本国際広告協会
E-MAIL: iaa@iaajapan.org

ご参加希望の方は、お名前、会社名、部署名、TEL、FAX、eメールアドレスと、
「第8回 IAAデジタル&グローバル講演会」と明記のうえ、E-MAILにてお申込み下さい。
折り返しリマインダーを返信させていただきます。
eメールがスパム扱いで返信できない場合があります。万が一1週間を超えても連絡がない場合は下記までご連絡ください。



IAA日本国際広告協会 講演会事務局
TEL:03-3569-0351
FAX:03-3572-4655
[PR]
# by iaajapan | 2016-05-23 10:43 | 開催終了の講演会 | Comments(0)

Effie Awards UK 2016、受賞者が決定!

Effie Awards UK 2016、受賞者が決定!

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2016年5月19日、ロンドンにてエフィー・アワードUKの受賞者が発表され授賞式が執り行われました。本年度が第一回の開催となる名誉あるエフィー・アワードUKは4つのGOLD賞、5つのSILVER賞、2つのBRONZE賞が贈られました。

総評と受賞者一覧

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London, 19th May 2016 - Winners of the 2016 Effie UK programme were revealed tonight at the inaugural Effie Awards Ceremony in London. Since 1968, the Effie Awards have honoured marketing ideas that work, and now celebrate marketing effectiveness in more than 40 markets globally. The 2016 competition marks the arrival of Effies in the UK.

All 2016 UK finalists were celebrated at BAFTA in London, with 11 of them taking away hardware. MullenLowe Group was named the Agency Network of the Year, earning awards for all three of their shortlisted campaigns: a Silver for The Electoral Commission (with MEC UK) and both a Silver and a Gold for The MicroLoan Foundation.

Other top honours earning Gold went to Three, Wieden+Kennedy and Mindshare's "Sorry for the #holidayspam"; John Lewis and adam&eveDDB's "Monty the Penguin" and NSPCC, Leo Burnett and OMD's "How the NSPCC changed the law". Additional winning brands included Kenco, Currys PC World, McVitie's, Sixt Rent a Car, and Volkswagen Commercial Vehicles.

"UK entries were rigorously evaluated by industry leaders over two rounds of judging. The finalists and winners truly deserve their accolades, because to be recognised as a finalist or a winner in the UK, a market-leader in effectiveness, is a huge achievement. All these teams should be extremely proud of their accomplishments" commented Alistair Macrow, Chief Marketing and Communications Officer of McDonald's UK, and the Jury Chair for the 2016 Effie Awards UK competition.
"We are thrilled with how the UK ad industry has embraced the Effies. Our inaugural programme has been well received and, with the support of our very active IAA UK Chapter, we look forward to cementing the Effie Awards as champions of effectiveness in the UK." stated Felix Tataru, IAA Chairman and World President-Elect, under whose leadership the International Advertising Association organises Effies in the UK.

Last night also saw the recognition for the 2016 Global Effie finalists and winners. Top Global winners were TBWA\Media Arts Lab and OMD for Apple's "iPhone World Gallery" (Gold), TBWA\Chiat\Day and Starcom for Airbnb's "Never a Stranger" campaign (Silver) and Grey NY and Procter & Gamble for Febreze/Ambi Pur's "The World Goes Noseblind" campaign (Bronze).

John O'Keefe, Worldwide Chief Creative Officer at London-based WPP accepted a special recognition on behalf of the company for being ranked the #1 Most Effective Holding Company globally for the past five years in the Effie Effectiveness Index.

In presenting the accolade, Effie Worldwide President and CEO Neal Davies said "The UK is a leading voice in the quest for effectiveness on a global stage and that's exemplified by London-based WPP topping the Index for the fifth time. To be awarded Most Effective Holding Company is a pinnacle in itself: to do it five years running sends a clear message to the worldwide business community about creating ideas that work."

All of the 2016 UK and Global Effie finalists and winners will receive points towards their ranking in the Effie Index. Visit effieuk.org and globaleffie.org for more information.



BEVERAGES - NON-ALCOHOL
-SILVER-
Kenco
Rebooting Kenco by giving young Hondurans a way out of gang life
JWT*; PHD*


BUSINESS-TO-BUSINESS
-BRONZE-
Volkswagen Commercial Vehicles
Working With You: The power of partnering with UK businesses
adam&eveDDB*


ELECTRONICS
-BRONZE-
Currys PC World
How an underdog won the 2014 football World Cup by changing the playing field
Abbott Mead Vickers BBDO*; Blue 449


GOVERNMENT, INSTITUTIONAL, RECRUITMENT
-SILVER-
The Electoral Commission
Loss Aversion Trumps Voter Apathy
MullenLowe London*; MEC UK*; 23 Red; Carat


INTERNET/TELECOM
-GOLD-
Three
Sorry for the #holidayspam
Wieden+Kennedy*; Mindshare*


MEDIA INNOVATION - EXISTING CHANNEL
-SILVER-
MicroLoan Foundation
Giving emotional value to a media space
MullenLowe London*


PACKAGED FOOD
-SILVER-
McVitie's
A Sweet Solution To The Masterbrand Challenge
Grey London*; MEC; Grey Shopper; Grey Possible; 3 Monkeys Communications


PACKAGED FOOD
-FINALIST-
Lurpak
Go Freestyle
Wieden+Kennedy*; MJZ*; Carat; Holler; Wildcard; BD


RETAIL
-GOLD-
John Lewis
Monty the Penguin
adam&eveDDB*


RETAIL
-FINALIST-
Lidl
How surprising advertising yielded surprising results
TBWA London*;
Starcom Mediavest Group (SMV)


SMALL BUDGETS
-GOLD-
NSPCC
We fought the law and we won: How the NSPCC changed the law with just £30,000
Leo Burnett*; OMD*


SOCIAL GOOD-NONPROFIT
-GOLD-
MicroLoan Foundation
Rethinking the value exchange
MullenLowe London*


TRAVEL & TOURISM
-SILVER-
Sixt Rent a Car
Sixt: How 'Drive Smug' drives sales
Grey London*; Manning Gottlieb OMD*
















Complete list of 2016 Effie Awards UK Gold, Silver and Bronze winners & finalists
*Indicates lead agency (visit www.effieuk.org for more details) Agency Network of the Year: MullenLowe London
[PR]
# by iaajapan | 2016-05-20 10:46 | グローバルの動き | Comments(0)

石川周三IAA名誉会員著書のご紹介

アドアジア2015の冒頭に講演された石川周三IAA名誉会員の講演内容につきまして、一部紹介されている著書がありますのでご紹介させていただきます。興味をお持ちの方はどうぞご一読ください。



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「師匠は広告の鬼―もうひとつの吉田学校」
単行本 – 2007/10/15
石川 周三 (著)


単行本: 268ページ
出版社: 宣伝会議 (2007/10/15)
言語: 日本語
ISBN-10: 4883351831
ISBN-13: 978-4883351831
発売日: 2007/10/15
商品パッケージの寸法: 18.6 x 13 x 2.4 cm



内容紹介

著者が電通に入社し、吉田秀雄社長から直接言われたこと、聞いたことほか、著者の配属先での出来事・感じたことなど、本社勤務から海外出張、ニューヨーク勤務、そして……吉田秀雄社長の悲報、という流れを軸に、そのストーリー展開に即し、関係する事柄・テーマを挿入、「日米比較論」から幕末・太平洋戦争時などのことも触れ、教科書には載っていない「臭いのする歴史観」が綴られている。
内容(「BOOK」データベースより)

元電通専務が語る、吉田秀雄との出会い実務で培われた独自の視点による教科書には出てこない「日米のビジネス比較論」と「臭いのする歴史観」がここにある。











以上Amazonnより転載させていただきました
http://www.amazon.co.jp/%E5%B8%AB%E5%8C%A0%E3%81%AF%E5%BA%83%E5%91%8A%E3%81%AE%E9%AC%BC%E2%80%95%E3%82%82%E3%81%86%E3%81%B2%E3%81%A8%E3%81%A4%E3%81%AE%E5%90%89%E7%94%B0%E5%AD%A6%E6%A0%A1-%E7%9F%B3%E5%B7%9D-%E5%91%A8%E4%B8%89/dp/4883351831/ref=sr_1_1?s=books&ie=UTF8&qid=1463110303&sr=1-1&keywords=%E7%9F%B3%E5%B7%9D%E5%91%A8%E4%B8%89
[PR]
# by iaajapan | 2016-05-17 10:58 | 講演記録 | Comments(0)

IAAグローバル カンヌ カバーナ2016のご案内。

The IAA Studio - Live from Cannes
Our base of operations!


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The IAA Cannes Cabana, just steps away from the Palais de Festival will be home for IAA members and our Cannes sponsors, and will be the location for a range of insightful sessions and networking that will focus on a range of pressing industry issues, and all wrapped up with the IAA's signature - What's Coming Next? And when the hard talk is over - the IAA Cabana will be a backdrop for networking and socializing!

The IAA Studio format will be home to our content sessions, as well as our roving film crew from The Vision Network! Watch out for more information!

As a partner of Cannes Lions Extra - the official channel for approved companies with content in and around the Festival - The IAA Studio could become your base during the festival. This is an effective, economic and content-rich way to maximize your time and investment in Cannes. Check out the 2015 IAA Cannes highlights reel.

The IAA is proud to present our current 2016 sponsors including: The Financial Times, InSkin, Hindustan Times, A&E Networks and Talentarc. And the IAA Cabana is made possible by the strong support of the IAA's dynamic chapters from India, the Netherlands and the UK! A limited number of sponsorship opportunities are still available.





For information about the IAA's 2016 plans and activities in Cannes please contact Michael Lee, IAA Managing Director.





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[PR]
# by iaajapan | 2016-05-16 14:55 | グローバルの動き | Comments(0)