Ad metrics and stock markets: how to bridge the yawning gap
Martin Deboo
Frustration over their increasing distance from the high table of decision-making has become something of an anguished cri de coeur within the marketing services community.
Agency executives rail against the iniquities of fourth-quarter budget cuts, migration of spend into 'harder-working' communications channels and the intrusion of procurement into the client/agency relationship. Agencies, they fear, seem destined to be cast into eternal damnation as mere hoop-jumping 'vendors' fighting for the scraps from investment bankers' or consultants' tables.
Behind this, say agencies, lies the dark spectre of...