The New Norm of Client Transparency in the Services Economy

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Delivering transparency is becoming increasingly important across different industries. The food industry has to meet legal requirements to record where ingredients in food are sourced. Compliance requirements also means that food purveyors have to show exactly what is in food on the packaging. For some, it has become competitive differentiator.

In professional services, clients are also increasingly calling for transparency. In a January speech to IAB, Marc Pritchard, Chief Brand Officer at Procter & Gamble, promised to "vote with our dollars" if the company's media partners do not improve transparency.

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