Ladbrokes - Forward accountability

In 2007, when UK law changed to allow the advertising of gaming and betting services, the bookmaker Ladbrokes wanted to understand whether or not to invest in advertising for the first time.

Ladbrokes – Forward accountability

M&C Saatchi, London

Summary

The Stockdale Report1 criticised planning for only interrogating effectiveness after the event.

Equating 'evaluation' with 'effectiveness', planners invest disproportionate effort in worthwhile,...

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