‘Half the money I spend on advertising is wasted, and the trouble is I don’t know which half’
Craig Hart, chairman of Assembled Group, considers how agencies must hold themselves accountable to delivering clear and measurable outcomes for clients who are increasingly asking for more.
We have heard that all before, haven’t we?
It is after all one of the most famous quotes relating to marketing communications expenditure. The observation is old and obviously precedes digital marketing and social media but is it an any less a relevant observation today? Perhaps not!
Successful marketing service offerings, today, simply must tick more boxes. They must accord with the clients’ brand proposition, be capable of passing detailed return on investment evaluation and need to support multi-channel campaigns.
