Diageo’s strategy to review agencies by performance, best practice and pay (MW November 10) comes as no surprise.
The ability of the field marketing industry to demonstrate return on investment (ROI) 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 is 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