The whole conference programme has been based around the assumption that, for many clients, the media budget is the largest expense they have to face. In this sense, there is a persistent and largely unfulfilled need to attain media advertising accountability and transparency.

Sue Elms, Research Director Worldwide, Initiative Media is set to chair the day’s proceedings, giving her opening speech on the subject of media accountability. This is to be followed by nine presentations from advertising and research agency speakers including:

• Phil Gullen, Managing Director, Carat Insight
  
• Michael Cluff, Managing Director, Media Audits
  
• Michael Darkow, Managing Director, GfK
  
• Stephanie Bremond, Research Director, Initiative Media Paris
  
• Ulrich Meyer, Research Director, Leo Burnett Frankfurt
  
• Jean-Louis Laborie, Director of Research & Vice President, OMD Europe.