Adding fuel to the fire
The gap in client-agency relationships widened when, in March 2015, allegations by former Mediacom CEO Jon Mandel of widespread U.S. media agency kickbacks during the Association of National Advertisers Media Leadership Conference led to an eight-month investigation conducted by K2 Intelligence for the ANA. The resulting K2 report, issued in early 2016, generated criticism on the reports validity by the agency community but got the attention of U.S. marketing and procurement professionals alike.
While no one will say whether this issue drove the spate of high profile media agency reviews over the past year, the timing is certainly hard to ignore. And it was definitely the reason behind some assignments Continue reading