Agency: Fallon Author: Nicola Crumpton, Nicole Rocheleau

 Flowers and Plants Association

How not saying it with flowers grew a generic market on a limited spend


To measure or not to measure, that is a central question for clients and agencies looking to create advertising campaigns on budgets under 500,000.

In this situation, agencies and clients are faced with a doubleedged sword. The paramount question is: What will give the client a better return on their investment? To spend money on measurement, where it's questionable if there will be any noticeable effect, or would it be more prudent to dedicate that money to media and perhaps sacrifice accountability and understanding effect?