Amen Phil…
Particularly for agencies, there is a consensus that there’s got to be a better way. “I feel we could be facing an inflection point in our industry,” said Phil Cowdell, head of North America for WPP’s Mindshare. “The often contradictory forces of procurement-driven cost reductions and the marketing departments’ calls for more, smarter and better [approaches] will create an increasingly uncomfortable and potentially less effective operating zone for agencies. The only viable way forward is to shift from the procurement-oriented benchmarks of input measures such as CPMs [or cost per 1,000 viewers] to more output-oriented measures such as cost per hand-raiser and cost per lead. We need to move away from pure cost to a more-considered value equation.”
Via AdAge –> http://adage.com/article?article_id=138358