Marketers, Get Serious About Accountability-AdAge
September 16, 2008
Rex Briggs' and Greg Stuart's arguably instant classic, "What Sticks," predicts that 47% of advertising campaigns are destined to fail. That estimate closely matches famous retailer John Wanamaker's legendary words, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." These condemning comments -- separated by 80 years -- illustrate the continuing sad state of marketing accountability. The marketing-accountability revolution must continue. In today's demanding business environment, companies must know the impact of their marketing investments. The Association of National Advertisers has launched a major initiative to significantly elevate the efficiency and effectiveness of marketing programs by codifying the best accountability practices. Our insights are being drawn from member case studies as well as from ongoing ANA surveys of senior-level marketers, which have been conducted since 2004.