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After a year of contentious industry debate, the 4A's is weighing in with media transparency guidelines covering business arrangements, agency remuneration practices and recommended guidelines for media market participants in the U.S.
"The most important thing here is that agencies have been operating under a code of transparency with clients, and now we're making it public," said Nancy Hill, president and CEO of the 4A's. "Agencies and clients now have a heightened awareness when looking at contracts.