What Do Agencies Need to Do to Prove Their Value in the Boardrooms of Tomorrow?
Econometrics, brand valuation, MROI, Databank – our understanding of the effectiveness of advertising and communications, and therefore its value to brands and businesses, has never been greater. But agencies' roles in advising the boards of their clients, and as a result their profit margins, have been in steady decline for many years. In this essay I will argue that agencies will not be able to prove their value in the boardrooms of tomorrow until they treat business realities as seriously as...