The ANA guidelines will disrupt brand-agency relationships in more ways than one…

Ronan Shields, The Drum's digital editor, observes advertiser-agency dynamics in the US where the Association of National Advertisers (ANA) published guidelines following last month’s controversial K2 Report, which recommended the creation of the role chief media officer in every brand marketing department.
The main thrust of the advice was to ensure that transparency in the US media landscape, especially with regards to the issue of media rebates – a practice mor