FirmDecisions enters India to catalyse media transparency

As the disconnect between advertisers and media agencies over rebates calls for more transparency, it intends to help advertisers make better media investment decisions

BestMediaInfo Bureau | Mumbai | March 17, 2017

FirmDecisions, part of UK-based Ebiquity Group and the independent global marketing auditor, has formally announced its entry into the Indian market. It's actively pursuing a joint venture here to help advertisers know that their media investment advisors are not commercially compromised.

Announcing the entry, Stephen Broderick, Managing Partner, FirmDecisions, said, “We are excited about our foray into the Indian market and see ourselves playing a larger role at a time when advertising is transforming and showing immense potential. 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.”

The firm has conducted over 5,000 audits in more than 70 countries over the past 17 years facilitating financial transparency in the client-agency relationship for many of the world's biggest advertisers like Unilever, Coca-Cola, Microsoft and Jaguar Land Rover.

At a recent workshop organised by FirmDecisions, more than 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 like rebates between their appointed advisors and media suppliers.

Info@BestMediaInfo.com

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