The effectiveness challenge
James Devon, Simon James, Lucas Brown and Gavin HiltonMBA, Sapient Nitro, Total Media and VCCPme
Justifying marketing budgets in an ever more complex digital world is a challenge. The IPA Value of Creativity Group offers its perspective on how the measurement of marketing activities in demonstrating effectiveness will develop.
This article is from the 50th anniversary issue of Admap, which looks ahead to the future of brand communications.All Admap articles are available exclusively on Warc.
Demonstrating the commercial impact of advertising, and in particular of...