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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.

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