Ladbrokes – Forward accountability
M&C Saatchi, London
The Stockdale Report1 criticised planning for only interrogating effectiveness after the event.
Equating 'evaluation' with 'effectiveness', planners invest disproportionate effort in worthwhile, but essentially retrospective effectiveness awards.
We usually assume advertising is a given. We've always advertised. No-one's foolish enough to cut it entirely. Bar some squabbling about precisely how much, advertising will happen, leaving us to focus on 'landing the message'.
But imagine you'd never advertised. With no line in the P&L and no understanding of how (or if) it works, funding wouldn't just materialise out of thin air. Your board would want to be confident it would see a better return than elsewhere.