"Principal buying will become increasingly important with every passing year," wrote Wieser back in May right after the ANA issued a report on it earlier this year that showed how little is known among marketers about principal media. "Ensuring that marketers have learned as much as possible about the topic will prove to be helpful for those marketers and for the agencies who service them."
Boehler argues that agencies no longer act in clients' best interests, stating that the lack of transparency surrounding principal media is particularly troubling in an industry already grappling with trust issues.
Nick Manning passionately described his belief that the practice is dirty and dark, highlighting a widespread industry concern over the ethics of principal media and its implications for client-agency relationships.
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