Account planners need to care more about share of voice
Peter Field
In many ways, these are delusional times. The more we are all asked to do more with less, the more we think that it is always possible.
So the focus these days is on challenging communications to achieve more, rather than challenging clients to invest more in their brands. But account planners should know better than this – it was established some years ago by Professor John Philip Jones (1) and Millward Brown (2), among others, that even the most effective campaigns will fail to generate growth for...