In today’s increasingly complex media environment, agencies and advertisers recognise the need to build more trusting partnerships. The media auditing community has an important and influential role to play. Whilst each stakeholder group has a different perspective and faces a different set of challenges – there appears to be alignment on the need for and desire to make the appropriate changes.
The EACA Report analyses the perspective of each stakeholder group in order to help identify specific areas of focus to improve the dynamics of the existing relationships. By talking candidly about the concerns facing agencies, advertisers and auditors from trust and transparency to conflicts of interest, we aim to start a more productive debate. Ultimately, we also want to encourage and stimulate constructive, positive action, so have recommended three practical steps to help make this happen.