by Martin MacGregor. The priority of efficiency over effectiveness is something that has been bothering me since I’ve been adland — and it’s getting worse.
Tag archives: advertising effectiveness
Unorthodoxy: Proving we’re worth it
by Gau Narayanan. For ad agencies, getting paid fairly by clients is easier said than done.
Building metrics to ensure effectiveness in ad campaigns
by Odette van der Haar (@odette_roper), CEO, Association for Communication and Advertising What does effective mean? In the business of advertising and communications, we define it as ‘delivering a measurable business result.’ With the squeeze on budgets and the general malaise in the economy, the ability to prove effectiveness of any communications campaign has become more critical than ever.
The APEX awards have long been established as the standard by which effectiveness can be judged. However, the principles that govern APEX are not applicable only to award entries – there is in fact a leading agency that runs a mini-APEX process for every single campaign that it executes because effectiveness is paramount and ingrained in the culture and business practise of the agency. This discipline intended to ensure that campaigns are not only creative and deliver brand resonance but that they also deliver business results in a tangible and measurable manner that is meaningful to the client. The success of the agency is a testament to exactly this.
It is important for marketers to understand the interplay between creativity and effectiveness, allowing the agency to deliver holistic creative solutions whilst also working with the agency to build-in the kind of metrics that will allow for the effectiveness of the campaign to be measured.