25 May 2018
A longer version of this post appeared on MediaTel Newsline on May 10th
Much of what we refer to within the media world as measuring the effectiveness of advertising is in fact nothing of the sort. Rather we measure things that are comparatively easy to measure, like audience exposure, and convince ourselves that because something has been exposed it must have been noticed, and because it has been noticed it must have had an effect.
17 May 2018
Back from holiday and it seems the wheels are still turning. It was only a month ago, on April 14th that Sir Martin Sorrell exited his creation, WPP. Millions of words were duly filed. Speculation (much of it from outside the industry and ill-informed) around the future of WPP has been rife. Now Sir Martin has followed up his gnomic message to staff (‘Back to the future’) by confirming that he does indeed intend to start again.