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Ernst and Young to Measure Ad Performance
Accounting and professional services firm Ernst & Young has launched a media performance auditing unit, part of its Marketing and Advertising Risk Services (MARS) practice.
The firm says it now offers 'a holistic approach to managing risk in marketing and advertising initiatives by providing advertisers with an objective, independent review of media delivery performance, agency contracts and compliance, review of advertiser business processes and related controls all under one roof.'
Kenneth Fakler, Global Director of the MARS practice at Ernst & Young LLP, explains the additional services: 'We already perform agency contract compliance and process and control reviews for our advertiser clients, so it was important that we also include one of the biggest areas of marketing spend and risk - media performance auditing - in our service offering. Now an advertiser can come to our firm to get a comprehensive media audit that can help determine operational effectiveness and mitigate the risks involved.' The firm says that while media performance audits are common in Europe, they have become increasingly prevalent in the USA.
The MARS practice, part of the US-based Ernst & Young LLP subsidiary, has a global reach with a presence in North America, Latin America, Europe and Asia Pacific. Globally, Ernst & Young companies employ 114,000 people in 140 countries. The group's web home page is at www.ey.com .
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