Four A's Plans Media-Verification Initiative


The American Association of Advertising Agencies (Four A's) said at its Media
Conference in New Orleans Thursday that it intends to focus on
media-verification problems and formulate ways to correct them.

Renatta McCann, Starcom North America CEO and chair of the Four A's
media-policy committee, said that due to "escalating concerns" over media-buy
discrepancies between what's bought, what's run and what's billed to clients,
the group plans to conduct an audit.

In addition, the group will work with such organizations as the
Cabletelevision Advertising Bureau and the Television Advertising Bureau to
develop a code of conduct and forge formal procedures to "ensure agreement
between schedules and invoices."