Why transparency in pitch management must come at a cost

Two years ago, the ANA report put transparency firmly on the agenda of the media and marketing industry, highlighting the fact that some agencies generated revenues that were not transparent to their clients. Today, those in charge of marketing budgets often make it clear that they want increased transparency on how every pound is spent, and, most importantly, the impact this has on business performance. Historically, the hidden market – including inventory media, rebates, value pots,