The Aftermath: How K2's study of media transparency in US advertising revealed a disconnect between advertisers and their agencies
Among advertisers and agencies alike, many hoped the June release of "An Independent Study of Media Transparency in the U.S. Advertising Industry," a report prepared for the ANA by K2 Intelligence, would deliver the coup de grace in a controversy that's been worsening for at least five years. Such was not to be the case, however.
The study found there is "a fundamental disconnect" between advertisers and agencies regarding the nature of their relationship. The...