When Ads Build Value
Nigel Foote
When we talk value in media agencies, traditionally we talk about 'media value' – squeezing media costs in a deal or over-delivering audiences to a campaign – as opposed to building 'brand value'.
That needs to change. Marketing today is in crisis: the battle for consumers' attention; the death of loyalty, the rise of retailer power, and intense margin pressure all mean that marketers need the focus of all their partners on delivering measurable returns. In the media business, that means helping clients to deliver a sales plan as much as a media plan....