How will we know what we've achieved?

This article introduces Admap’s Anniversary issue section on ‘accountability’. It concludes that while measures must focus on sales and profits, they must also take account of brand health which builds shareholder value.

How Will We Know What We've Achieved?

Accountability has been rightly a key buzzword in marketing communications circles for many years now. As marketers and their agencies often see it, they have been pressured and harried by top...