WFA launches new Transparency Tool for media

It will initially allow members to compare elements of their media agency Master Service Agreement (MSA) against the wider market on issues such as governance, rebates and principal media.

The goal is to encourage media and procurement teams to seek further improvements in transparency in their own individual contracts, which then collectively will improve the industry and set new, better standards in this area.

By completing a 20-question survey across five contractual areas, WFA members will gain valuable insights into how their agreements compare to the wider market.

All responses will be fully anonymised and blended with aggregated data from anonymised Ebiquity clients. Once a sufficient number of responses have been gathered, individual transparency scores will be shared.

“Transparency is a long-standing issue for many WFA members and many have taken their own advice and actions in this area. By creating this benchmark, we hope to bring best practice to light and allow our members to assess how they compare with their peers. This initiative will provide WFA members with an independent viewpoint on contract transparency, which we hope will drive greater accountability across the industry,” said Tom Ashby, Global Lead, Media Services at WFA.

The transparency tool is now open within the media forum. Reach out to Tom Ashby if you have any questions.

WFA plans to launch further benchmarks later this year, covering areas such as retail media, a key priority area for members.