There’s nothing more powerful than demonstrating real ROI to the top table. Online is the most effective comms channel for doing this, because it is so inherently measurable. Our problem is that most senior level marketers are from a traditional marketing background and can have a tendency to stick to what they know.
Digital agencies need to be more vocal about the tangible impact they can have commercially.
It will get noticed.
When you eventually get to the top table, don’t waste the opportunity. Don’t be afraid of driving the agenda. After all, a good idea is a good idea.
It’s not about digital vs ATL. It’s not about blind integration. It’s about advising clients how best to engage with the consumer and the commercial benefits this will bring.
Michael B
Senior Account Director
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