Diageo’s strategy of reviewing agencies by performance, best practice and pay (MW last week) comes as no surprise to me.
The ability of the field marketing industry to demonstrate return on investment has been a key factor in its widespread acceptance and rapid growth. Indeed, at a very early stage of the pitch we present the benefits of the proposed campaign through ROI models.
However, for the most accurate measurement of ROI, data from both sides of the fence are needed and therefore a level of trust is required.
Both brands and agencies should be accountable for their work and ROI models are a very good way to demonstrate this.
Sales and marketing director
â¢ We have been asked to point out that National Lottery sales for 2004/5 were &£4.77bn, and not &£476m as incorrectly stated on our letters page last week.
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