Who's Counting? Don't let accountability pressure impair marketing flair

Colin Grimshaw

Admap editor Colin Grimshaw introduces the June issue with a discussion of its lead topic: accountability during recession.

Who's counting? Don't let accountability flair impair marketing flair

Colin GrimshawAdmap

Admap editor Colin Grimshaw introduces the lead theme of Admap June 2009. See all articles from this issue.

Determining which half of their advertising budget is wasted has perplexed marketers and intrigued accountants ever since one of John Wanamaker/Henry Ford/Lord Leverhulme (take your pick) set the challenge a century or so ago.

For all we know, half of advertising budgets may still be wasted despite the emergence of a marketing effectiveness industry, replete with an array of metrics, legions of audit and procurement specialists, and the...

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