Effectiveness: A client judge's perspective
By Sharon Sawers
Head of Marketing, Strategy and Insight, The Home Office
Effectiveness is a hot topic for everyone working in Government communications. It has been for some time – long before the announcement about funding new health policies from the Department of Health's communication budget. It isn't new for politicians to promise to cut back on Government advertising spend. Or for the media to compare the combined Government advertising spend to the cost of building say, a new hospital wing. It certainly isn't new for Government departments to have to justify marketing expenditure to...