YES... The news is correct...!!!
Clients are distributing their budgets even in BTL projects. They are paying a part of it to the Audit Agencies, that tells them the success rate of an activation, once it gets completed.
A situation which is not as simple as it seems to be.....
In fututre it may happen that, various agencies may open up their own Audit wings, whose sole purpose will be to highlight flaws (reasonable or un-reasonable) of work done by their competitors. It may create an unhealthy competition in the BTL industry.
As it is, the industry is not fully organized; and this practice will ultimately widen the gap. I am not saying that Auditing of BTL is not necessary. But, i just want to make all Brands to check that, the BTL Audit for any activation should not be done by the competitor of the agency; otherwise they may get the manipulated feedback.
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