Mythbuster: Take a wider digital view
Les Binet and Sarah CarterDDB
Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them... like the idea that the digital revolution has solved the problem of evaluation.
Listen to any speech at any marketing conference these days, and, before long, the brave new world of evaluation in a digital age is celebrated. This new world means no adspend is wasted. Uncertainty is eliminated. And we have full accountability, as the evaluation game is raised to hitherto unknown heights.
Grrr... Dig a...