Mythbuster: Marketing's obsession with efficiency
Les Binet and Sarah CarterDDB
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them... like marketing's obsession with efficiency.
We had an email exchange with someone the other day. It was about measuring the profitability of a campaign. It seemed we were talking at cross purposes, until we realised why. We thought we were talking about profit. But they were talking about RoI, and thought it meant the same thing.
This seems to arise a lot now. In much the same way that 'brand...