Transparency

Being open and honest about marketing operations. The same applies to the suppliers and their contracts and ways of working. 

  • Are these up to (your) standards?

 

CFO FMCG company:

“I thought our media agency was an objective adviser. Now I understand that they are in fact traders and market makers. They sell media packages and media inventory for which they receive kickbacks. I was shocked by the size of these hidden money streams and the fact these (still) exist.”