Mythbuster: Count the real costs
Les Binet and Sarah CarterDDB
Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them... like marketing's obsession with Big Numbers.
In a recent column, we had a bit of a rant about the way that the sloppy use of language stopped marketing and advertising people from thinking clearly. This month it's the turn of bad numbers. And more particularly, the abuse of numbers by quoting them out of context. For instance, a recent case study made a great deal of the fact...