Bangkok--18 Oct--Ogilvy & Mather
Effectiveness measurement that enables advertisers to measure the effects of advertising spend is a must for today’s agencies to raise their accountability and nurture client relationships, suggested Ogilvy & Mather Asia Pacific’s Regional Effectiveness Director Tim Broadbent during his visit to Bangkok.
Tim is one of the world’s recognized authorities on measurement and advertising. He was earlier this year appointed to the newly created position of Regional Effectiveness Director, the first appointment of its kind in Asia. Based in Beijing, Tim works with Ogilvy offices across the Asia Pacific region. His role is intended to increase Ogilvy & Mather’s capabilities to measure the effects of advertising spend, particularly as client’s demand a measurable return on their investment.
“As David Ogilvy has said, “The purpose of advertising is to sell,” says Tim. “It has no other justification worth mentioning. Advertising’s effects on the market can be isolated and evaluated with surprising precision. This allows clients to justify their advertising expenses and assess progress against the strategic and business objectives, and helps agencies to focus on the most successful and productive creative ideas.”
Measurement can also be used as part of the input to creative work. “Measurement in a creative business seems like a conflict of interests but with media slices becoming thinner and thinner, the need has never been more apparent,” he continued.
By building an effectiveness culture, Ogilvy & Mather will be able to measure the impact of work on the brand as well as the tangible “effects” — such as traffic, sales, and requests — and also help drive the opportunity for more modern and shared methods of remuneration such as PBR (payment by results) which ensures that agency and client share a common agenda.
For Ogilvy & Mather, Tim sees effectiveness as a tool to strengthen its established creative reputation and acknowledged ability to grow brands and enhance business. At the same time, this will deepen its client relationships because the company becomes more accountable for delivering “Great Work that Works”.
Prior to joining Ogilvy & Mather, Tim was the director of BrandCon Ltd., a UK evaluation brand consultancy. He is the only person to have won two Grand Prix and a third Gold at the IPA Effectiveness Awards. Previously, Tim has held senior strategic and planning roles at several global agencies, including serving as chief strategic officer for Bates Group EMEA, and planning director/managing partner for Young & Rubicam. He has sat on numerous juries for the IPA Effectiveness Awards, made the IPA Awards the only global effectiveness competition, and established industry effectiveness schemes in four European countries.
Ogilvy & Mather Asia Pacific
Ogilvy & Mather Asia Pacific is the largest agency network in the region. It offers the full range of marketing communication disciplines including advertising, direct marketing, interactive marketing, media planning and buying, database management, telemarketing, directory services, public relations, sales promotion, graphic design, and related marketing disciplines. Ogilvy & Mather Worldwide ( www.ogilvy.com ), a subsidiary of WPP Group Plc (NASDAQ: WPPGY), is one of the largest marketing communications networks in the world, with 497 offices in 125 countries.
Issued by : Ogilvy & Mather Thailand
For further information : Rati Panthawi
Tel. 0 2205 6121