MAM
FirmDecisions to help advertisers make better media investment decisions
MUMBAI: FirmDecisions, part of UK-based Ebiquity Group and an independent global marketing auditor, has formally announced its entry into the Indian market. It’s actively pursuing a JV here to help advertisers know that their media investment advisors are not commercially compromised. The firm has conducted 5,000+ audits in 70+ countries over the past 17 years facilitating financial transparency in the client-agency relationship for many of the world’s biggest advertisers. The right contract terms ensure client interests are protected and Firm Decisions is highly regarded worldwide for its ability to ensure this happens.
At a recent workshop organised by FirmDecisions, 30+ leading Indian advertisers shared their growing concerns on media transparency and their eagerness to know more about the black box of media trading incentives (e.g. rebates) between their appointed advisors and media suppliers.
FirmDecisions MD Stephen Broderick said, “The increasing disconnect between advertisers and media agencies over rebates calls for more transparency. In many countries, including the US and UK, advertisers are urging their peers to tighten contracts and adapt a new framework. Indian advertisers by early adaption will avoid issues that other markets have already gone through.”
FirmDecisions is the first and largest independent global marketing compliance specialist who ensure financial transparency in the client-agency relationship for the world’s largest advertisers like Unilever, Coca-Cola, Microsoft, and Jaguar Land Rover. They have been instrumental in taking the findings of the ANA Report global to identify five areas where advertiser(s) should focus their energies – Internal Governance, Management and Ownership of Data, Contract Management, Audit Rights and Code of Conduct.
