Group M's Goldstein: Metrics Key to Performance and Respect
Marc Goldstein, ceo, Group M / chairman, 4A's Media Policy Committee.
(photo: AAAA conferences)
In an advertising-agency business regularly challenged by sweeping changes in technology and a new focus on consumer drivers, there are still some constants in client dynamics:
"How do we balance the goals of the brand manager who is looking to build brand value, increase sales, differentiate messaging and brand values from the competition, and drive their business from those in the brand manager's own company who are seeking to reduce marketing costs both through the cost of media and cost of service?" asked Marc Goldstein, the outgoing North American ceo of Group M and the current chair of the 4A's' (formerly known as the American Association of Advertising Agencies) Media Policy Committee.