‘Marketers must work more closely with procurement’

The claims featured in a report by the Association of National Advertisers (ANA) in the US last week, which found that the practice of media owners awarding rebates to advertising agencies based on the amount they spend is now “pervasive”.
The findings suggest agencies are not acting in their clients’ best interests when buying media, and follow similar concerns raised by UK trade body ISBA last month. However, major advertising groups such as Publicis and WPP have questioned