Agency accountability

Talk of late has been that budgets are shifting more toward digital due to economic down turn, mostly due to accountability.

Why is this important?

Well seeing ads no longer work apparently, so as a result we as agencies need to be held more accountable for more tangible results, none of this emotive crap even works any more because it can't be measured.

I find this insane, essentially this model means we treat every brief like a direct response piece. If this is the case we'll see a lot of "failing" campaigns in the coming year.

Got a nice quote here from a well respected media source.

Performance marketing, or plain old Direct Response in old parlance, is nothing without awareness activity creating a conversion funnel in the first place. It's not always a chicken or egg scenario - Branding and Awareness do really come first, then it's a question of catching the buggers...
Mike Jarvis, Director of media, Banner

Am I talking crap or do I make sense ? Answers on a comment