IMPORTANCE AND EVOLUTION OF AUDITS IN MEXICO
Additionally, the outsourcing law has started to take effect from the same date, marking the last quarter of 2021 as a significant turning point in the way advertising relationships are conducted in Mexico.
These laws have since brought several substantial changes to the relationships between advertisers, agencies, and media, and if they remain unchanged, they will continue to impact these relationships in the coming years.
The main questions advertisers are asking themselves are: “How do these changes affect me? What can I expect from my media agency moving forward? What can I do to validate and improve this relationship in the coming years? How do I ensure I don’t lose competitiveness?”
The relationship between agency and advertiser is crucial for the smooth execution of advertising activities and the effective implementation of brand strategies and tactics. Over the years, we have conducted numerous contract audits for advertisers across various categories with different agencies in Mexico and have observed a clear evolution in market dynamics.