Comment: Time now for effectiveness to step up to the plate

Measurement and accountability. For those of us old enough to remember, this is the platform on which the digital marketing industry was built. Barring the occasional marketing director blinded by the lustre of the dotcom boom, this promise enabled us to claw away marketing spend from all-important TV and press budgets.

With only a decade having passed since the industry's birth, one would think that this heritage would still be firmly in our sights. So I ask then, is anyone else concerned by the fact that effectiveness has failed so completely to become the yardstick with which digital agencies and campaigns are measured by the industry?

Indeed, agency of the year leagues are largely decided on account wins, creative awards and turnover. But what about effectiveness? Why does it not sit at the top of the judging criteria too? Has our striving for a piece of the pie caused us to forget what got us here?

Don't misunderstand my plea; I am not asking for us to focus exclusively on effectiveness, leaving creativity behind. I am just concerned that, in the place of effectiveness and accountability, toilet humour jokes are becoming the reputation by which our industry is branded.

So I am pleased to hear that, for its award's tenth anniversary, Revolution is refocusing its criteria to be more effectiveness-driven. As the marketing and advertising industry as a whole continues to place more importance (and spend) on digital channels, the time is now for accountability to take centre stage again.

This year I was proud that TribalDDB led by example by taking home four IPA Effectiveness awards, but I was also saddened that we were the only digital agency to win on the night. The IPA Effectiveness awards are one of the highlights of the awards year, with many press inches and talk generated around who makes the shortlist, who wins what and why. They are notoriously challenging papers to write, and not just because of the time it takes to get one ready for the judges' eyes. So why were we the only digital agency to officially enter? Clients at our table that night were shown that we know how to get the most from their digital marketing budgets. Why were we alone in wanting to showcase our effectiveness?

The true worth of effectiveness can only be measured and valued when the whole industry is held to it.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer