On February 22nd and 23rd, the Association of National Advertisers (ANA) held the annual combined meeting of their Production Management and West Coast Advertising Financial Management committees.
As part of that meeting, Steven Wales, CRO of Decideware, presented the case that an important transparency issue is around "ownership".
To fully understand the transparency issue, one must take a step back and understand what transparency actually means. We also need to understand how we developed into this current state where transparency is questioned.
Webster's Dictionary defines transparency as:
So, the big question is: how many brands readily understand or have visibility and access to information about their production spend?
While many advertisers have relationships with valuable production supply chain partners, a majority of the companies represented at this ANA meeting said they don't have ready access to the views of their data that they would prefer to see.
The good news is that there are 3 steps to get any client moving in the right direction. This is not an exhaustive list, but rather a starting point to get you thinking:
Step 1: Standardize
Step 2: Centralize
Step 3: Analyze
Taking the above steps will allow clients to secure direct visibility into their production data and to make more informed, data driven decisions.
Decideware's Agency Management Solutions provides many of the world's best marketing & procurement practitioners in large advertisers with the industry's best solutions for agency evaluations, agency briefings, production management and agency scope of work programs.