Ad metrics and stock markets: how to bridge the yawning gap

Martin Deboo

Martin Deboo, consumer goods analyst at investment bank Investec, argues that marketers and shareholders are on the same side when it comes to wanting sustained and profitable organic brand growth.

Ad metrics and stock markets: how to bridge the yawning gap

Martin Deboo

Frustration over their increasing distance from the high table of decision-making has become something of an anguished cri de coeur within the marketing services community.

Agency executives rail against the iniquities of fourth-quarter budget cuts, migration of spend into 'harder-working' communications channels and the intrusion of procurement into the client/agency relationship. Agencies, they fear, seem destined to be cast into eternal damnation as mere hoop-jumping 'vendors' fighting for the scraps from investment bankers' or consultants' tables.

Behind this, say agencies, lies the dark spectre of...

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