Andrew Green reported for WARC direct from ESOMAR's WM3 Multi-Media Measurement Conference, Shanghai, 4-7 June 2006.

The newly-installed Asia Pacific Regional Effectiveness Director for Ogilvy & Mather in Beijing, legendary account planner Tim Broadbent, today called the separation of creative and media agencies "a catastrophic mistake" and suggested that introducing payment by results (PBR) was essential to re-aligning the advertising business with marketers’ needs.

In a sweeping historical survey of the advertising business stretching back to 1610, he showed that the subject of measurement and effectiveness had never gone away and had in fact been integral to the propositions of the great agencies in the early and mid twentieth century.

Quoting the IPA’s series of Advertising Effectiveness Awards, he noted that advertising effectiveness was not always about simply increasing sales. Equally good returns for a brand could be demonstrated in such areas as maintaining or increasing price premiums over competitive brands, by the creation of barriers to entry and by allowing them to spend less on price promotions.

To view this blog in full you need a WARC.com subscription. Subscribers can log-in now.