SHANGHAI: The China 4As is spearheading a drive to better
professional standards in the media buying market, and has appointed
MediaCom executive director T. S. Chan to drive the effort.
Chan will head a separate committee to address a range of thorny issues,
including press circulation verification, costs of media research,
two-tier pricing structures and media rate transparency.
The toughest area for negotiation is likely to be rate transparency.
Zenith China deputy managing director, Derek Kwok, said rate
transparency was a very sensitive issue and "action must be seen to come
from an industry body, not one single agency".
Who holds the aces? - p14.
