For years agencies weren’t accountable. Now they are, and the model is crumbling. Advertising that doesn’t drive business will lead to a quick end to the ad budget and perhaps the agency as well.
The industry, as a whole—both PR and advertising—doesn’t have a uniform way of measuring results. Because of that, those who can tap into a client’s key performance indicators and prove how their efforts are driving more business will win. Those who can’t? Well, a respondent voiced a warning: