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Canadian advertisers release Media Auditing Guidebook
Date: 28/11/2008
The Association of Canadian Advertisers (ACA) has today released a Media Auditing Guidebook focusing on the best practices that contribute to an enhanced understanding and acceptance of the media audit for client marketers and their media agency partners.
The overall goal of the publication is to assist advertisers, agencies and auditors better understand key media auditing issues and considerations, and to foster a more streamlined and standardized process, with all parties capitalizing on the positive benefits of a media audit.
The guide has been produced in consultation with Canadian Media Directors' Council, Institute of Communication Agencies, and the Association of Quebec Advertising Agencies.
The guidelines explore these key issues:
- Auditing process and transparency
- Confidentiality and disclosure
- Conflict of interest
- Contracts
- Data requirements
- Remuneration
- Workload and timelines
- Global audits versus local requirements
The full publication can be downloaded here.
WFA Comment: The WFA Media Committee recently ran a survey on the networks' use and expectations of media auditing. This subject was also the focus of a recent meeting of the working group in Dusseldorf (hosted by Henkel). WFA Members can request more information and resources on this from Caroline Ceska: [email protected]
