ID Comms’ Tom Denford and David Indo: #RebateGate – how should marketers react to the ANA report?

In today’s special episode of #MediaSnack, Tom and David examine the ANA’s long-awaited report into media rebate practice in the US.

The report is an alarming wake-up call to a global industry and calls media rebate activity “pervasive” and that they have evidence that agencies “across the spectrum” have been involved.

Tom and David discuss the findings and implications of the report and also debate how media directors should respond.

They address the agency response, including some very robust responses from the large media agency groups and assess the likelihood of a wider fall-out between marketer and agency.

Later this week ID Comms will provide a “Post-K2 Media Manifesto” offering some initial practical guidance for marketers.