Andrew Robertson, president and CEO of BBDO Worldwide, speaks to Media TV about the challenges of making creativity effective.It takes a lot of work to measure effectiveness, you’ve got to put the time and effort and resource into building the models that are necessary to isolate the affects of individual investments in media and individual messages that makes up your campaigns, says Robertson.
Andrew Robertson, president and CEO of BBDO Worldwide, speaks to Media TV about the challenges of making creativity effective.
It takes a lot of work to measure effectiveness, you’ve got to put the time and effort and resource into building the models that are necessary to isolate the affects of individual investments in media and individual messages that makes up your campaigns, says Robertson.
He goes on to say that agencies and clients don’t do enough in this area but solutions take work.
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Group has shifted towards non-advertising specialisms.
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