Emily Tan
Nov 21, 2016

How to avoid being "the next Toyota"

As yet another scandal involving media agency transparency rocks the industry, clients are looking for ways to ensure that they can trust the agencies they work with.

Dentsu: The agency's management offers a public bow of apology at the press conference disclosing that it had been overcharging its clients.

The unfolding scandal around Dentsu’s overbilling of long-term client Toyota in terms of digital media spend has placed the industry’s problem with transparency centre-stage. That this problem had gone on undetected for around five years, and may affect more than 100 clients, is baffling to outsiders but sadly familiar to those in the industry. 

While the precise reasons that led to Dentsu’s mishandling of client accounts are still being determined, and may be unique...

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