Chief Alchemist - Business Consulting For The 21st Century Via A Holistic & Intelligent Approach
Share ChiefAlchemist.com. RSS 2.0 feed for ChiefAlchemist.com. Sign up for the mailing list. Follow Chief Alchemist on Twitter. 'Like' the Chief Alchemist's page on Facebook. See what Chief Alchemist has been Q&A'ing on Quora. Chief Alchemist bookmarks & highlights on Diigo.com. Follow the Chief Alchemist on Digg.com. Chief Alchemist channel on Last.fm. Chief Alchemist on Flickr. Mark 'Chief Alchemist' Simchock on LinkedIn. Free Initial Consultation. Email Chief Alchemist. Phone Chief Alchemist.
  • Mark ‘Chief Alchemist’ Simchock
  • 'Email me.Email => ca .at. ChiefAlchemist .dot. com
  • 'Phone me.Alchemy United => 732 997-0028
  •  
  • Free initial consultation.Free => Initial Consultation
  • Please be sure to subscribe to your communication channels of choice.
  • Click To Close => The small green (consultation), red (email) or blue (phone) icons in the top upper right.
CURRENT “TOP 10” TOPICS TOOLS CLIENTS & PROJECTS SOURCES SEARCH HIDE
Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

What Sticks – Chapter 4

Consumed => “What Sticks – Chapter 4 (Overcoming Organizational Challenges for Advertising)” by Rex Briggs and Greg Stuart.

Highlights of this chapter include:

Marketing success is often ill-defined and measurement and reporting either nonexistent or lags behind.

— The lack of measurement causes focus to shift from objective data to “pleasing the client”.

— Turnover in the adverting industry is high. The resulting fear has an impact on the agencies’ willingness to take chances.

Measurement is best done by an independent, objective third party.

— Our research found that collaboration across marketer, advertising agency and media owner is key to success.

Johnson & Johnson use a Sigma Six-esque test & learn philosophy.

— J&J also developed a new incentive program for its agencies to reward innovation.

Required.
Will not be published. Required.
Please include http://