By A Correspondent
Firm Decisions, part of UK-based Ebiquity Group, has formally announced its entry into the Indian market. It is actively pursuing a JV here to help advertisers know that their media investment advisors are not commercially compromised, notes an announcement. In a communique, the firm claims conducting over 5,000 audits from 70+ countries over the past 17 years facilitating financial transparency in the client-agency relationship for many of the world’s biggest advertisers.
According to a communique, at a recent workshop organised by Firm Decisions, over 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 (eg rebates) between their appointed advisors and media suppliers.
Announcing the entry, Stephen Broderick, Managing Partner, Firm Decisions, 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.â€