The Evolution of the Advertising Agency

BizSanDiego
Reid Carr

As a frequent attendee of local marketing association events, I am perplexed by the occurrence of regular, prevailing discussions that focus more on areas such as the best use of Google AdWords and less on aligning the campaign’s goals and metrics with that of the corporation as a whole. The days of such practices operating in silos are numbered to say the least.

The old adage is true – if you don’t know where you’re going, how will you ever get there? Good campaigns focus on developing impactful, creative and powerful messages that generate expected, desired and measurable calls to action. This is where many advertising agencies fall short; determining the success or failure of a campaign must be based upon a clearly defined set of quantifiable and relevant business objectives.

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