Is There Life After Apollo?

Stephan Loerke

Stephan Loerke, WFA managing director, argues in this 2008 article that accountability remains a top priority for marketers.

Is There Life After Apollo?

Stephan Loerke

In response to advertisers' need to improve marketing accountability, the WFA Blueprint articulates a global vision for audience measurement

Ana members are not alone when they say that marketing accountability is at the top of their agenda. When surveying members of the World Federation of Advertisers (WFA) about their priorities, improving marketing accountability consistently tops the bill. In a July survey, WFA Asia-Pacific members cited audience measurement and return on marketing as the two biggest challenges they face, respectively. Why, then, in our brave new digital world, isn't the promise of improved accountability...

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