•        2017-08-11
  • Comments Closed

ANA-插图 

近日,代表着各大广告主利益的全美广告主协会(Association of National Advertisers,后简称ANA)的一项最新研究报告显示,广告制作业中存在各种各样的不透明行为。比如,由于广告代理公司通常会在制作公司的甄选中起到主导作用,广告公司附属的制作公司就有机会获得一些内部消息从而打败那些独立的制作公司获得制作业务。此外,一些广告公司还会敦促其他制作公司抬高价格,从而使自家的制作及后期制作团队获益,而且,广告公司通常会对广告主隐瞒二者之间的从属关系。

过去数年间,广告公司们纷纷致力于提高广告的制作和后期制作能力,一方面是为了提高公司的营收,另一方面则是为了满足营销人员对更加数字化的广告视频的需求。这一行为导致广告公司开始和其雇佣的制作公司展开竞争。这项调查报告显示,广告公司的制作服务成为了其利润中心。

“如果广告公司既是这一过程的控制者同时又是参与者,那么就会因为存在利益矛盾而损害正常的竞争制度”,ANA首席执行官Bob Liodice表示。

除此之外,这份调查报告还指出,在某些州,州政府会对选取特定拍摄地点的广告制作公司给予一定的激励政策。但这项调查的结果显示,过去两年时间里,那些有资格享受这些政府激励政策待遇的广告主中有39%表示没有收到过这些好处,有些甚至根本不知道这些政策的存在。

该报告还显示,只有不足半数的广告主会要求广告代理商公开制作合同中的利益冲突关系。此外,广告公司还会提高供应商服务成本, 将额外的成本转嫁给广告主, 并将差额中饱私囊。

对此,美国广告公司协会(American Association of Advertising Agencies)首席执行官Marla Kaplowitz在一项声明中指出,该组织谴责任何不道德的或违法的商业活动和行为。

目前,利益相关者WPP集团、MDC Partners、宏盟、阳狮以及埃培智尚未作出回应。

与此同时,对广告制作过程以及负责该广告的广告代理公司的审查正在进行中。而美国司法部也已就制作公司的甄选过程是否受到操纵展开调查,美国司法部已传票这些大广告集团旗下的子公司,这些子公司也正积极配合调查。

然而,这并不是ANA给广告公司们投出的第一颗“炸弹”,过去的数年间,ANA都致力于给广告公司施压,力图使广告行业的业务经营更加透明化,更加符合广告主们的利益。

就在去年,ANA一项针对媒介购买行业的调查宣称广告公司收到媒体方的现金回扣,如果不是因为以广告主的名义进行媒介购买,他们显然不可能收到这笔回扣。但这种说法遭到了一些大的广告公司的否认。去年的这份研究报告同样没有列出具体的广告代理公司,但确实导致许多营销人员开始审计媒介代理合同。

不过,这份新报告是否会和去年那份报告一样对行业产生巨大影响还有待观察,毕竟媒介花费通常是制作费用的5至10倍,去年的那份报告已经足以说明媒介费用的问题更加严重。

而现在,ANA的最新任务是将广告制作的过程暴露于公众(广告主)的目光之下,这将牵涉到数百个提供导演、剪辑、特效、色彩校正等服务的公司。据了解,在美国,每年在视频广告制作上需花费约60亿美元。这项研究始于去年八月,12个业内专家参与了这项研究,包括制作顾问和各种贸易集团和审计员,企业调查公司K2 Intelligence也参与其中。

☞  点此观看报告(如果无法打开,请翻墙后再试)

Fewer than half of advertisers that responded to the ANA survey require the agencies they work with to disclose conflicts of interest in the bidding for production contracts, according to the report, "Production Transparency in the U.S. Advertising Industry." Agencies often oversee the process, comparing bids from multiple production houses. But there’s little oversight of agencies that include bids from their own in-house production units or companies they or their holding company control, known as self-dealing. Affiliated production companies may have access to insider knowledge about the project that competitors don’t. "The agency is able to analyze what competitors are proposing, while simultaneously laying out the specs upon which those competitors base their estimates," the report said. "This raises concerns that agencies are using their positions to ensure that their bids have the potential to appear superior to those from independent companies." Agencies in control of the production process may also mark up the cost of vendor services, passing on the extra cost to advertisers and pocketing the difference. Agencies have gone as far as soliciting fake bids from competitors to make their own bids seem reasonable, a practice mentioned in last year’s media transparency report by K2 Intelligence. "The post-production companies were urged to inflate the price they would otherwise quote on a bid. Ostensibly, this enabled the agency producer to create a paper trail that justified to the advertiser its decision to award the project to an in-house facility, which provided a rival bid at a lower price," the report noted. Whether this new report will have as big an impact on the industry as last year’s remains to be seen. "Media spend is much higher than production spend—between 5 and 10 times more dollars are spent on media than production for most advertisers," Duggan said. "That alone would suggest that the media issue is more serious." But, he noted, the US Department of Justice is looking into bid rigging practices in production, not media, and has subpoenaed five holding companies: Interpublic Group, MDC, Omnicom, Publicis, and WPP, as well as the findings regarding the practice uncovered by K2 Intelligence. "No action has been undertaken yet by the DOJ, to the best of our knowledge, in media," Duggan added. Sixty percent of ANA members have made steps toward improving media transparency in the last year, he said—most commonly making adjustments to the client/agency contract. That may bode well for future progress in the productions process, too. "We’re encouraged by the actions already taken by members on media transparency," Duggan said, "and we expect that our members will give increasing attention to both media transparency and production transparency going forward."

 

 

 

 

 

 

 

 

 

Read more at: http://www.campaignasia.com/article/new-ana-report-finds-transparency-concerns-in-production-process/438820

By: Leigh He


还没有评论呢。

这篇文章上的评论的RSS feed

抱歉,评论已关闭。

© 2003-2016 Madisonboom.com | 京ICP备16010340号