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In this presentation, Dominic Grounsell offered a client viewpoint. He suggested that clients’ requirements from their media agencies had changed massively. He argues convincingly that this is the age of machine marketing, and agencies need to understand and apply the right metrics to a client’s business, such as cost to acquire and net present value by channel and by customer. Reach and frequency are useful to know, but not what drives performance. Dominic wants his agencies to be advisors, welcoming a constructive dialogue with media owners. Agencies need to push clients to take more risks but in an environment that is safe and secure.