Taking account of ad budgets

Alan Mitchell correctly pointed out a trap on the road to accountable advertising (MW March 28).

Our case for the advertising budget should be “as soundly argued and trusted as much” as the case for other budgets. Does this mean it has to be impossibly rigorous and so should not be tried?

By no means. Our case should be no more rigorous (as well as no less) than other departments. And theirs are not so precise or so certain.

“The best is the enemy of the better” – it’s not so hard to put up a better case than we do now and that is all that my vision of the future is.

Simon Broadbent

The Brand Consultancy

London SW3

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