The benefits and problems of consistent currencies

Neil Shepherd-Smith

Paper given at the International Media Research Society's seminar in Bordeaux, September 2002. Discusses the present and future of media research, and complains of a lack of new ideas.

The benefits and problems of consistent currencies

Neil ShepherdSmith

With the cynicism that is an inevitable consequence of old age and time spent working in Media Research, I have observed, and indeed may even have pointed out occasionally, that, in the advertising industry, data consistency often appears to be more important than accuracy. It is, I imagine, for that reason that I have been asked to talk today about the benefits and problems of consistency, when applied to industry media research currencies.

What are the requirements of a currency? Well, if it is to be used as a basis for...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands