Dentsu Aegis Network boss Simon Ryan says accountability tops client wish lists going into 2017. Every cent must deliver a return and that return must be properly measured. If that means spending more to achieve stronger outcomes, so be it, he told MCN’s Homefronts.
“We have to really hone the data metrics and what [data] means for advertisers,” said Ryan. “For me it is less about cost and more about return on investment, which is where I think the industry is going.”
While some brands are more price-driven than others, Ryan suggested the agency network is underlining to clients the need to focus on efficacy of investment versus efficiency of spend.
“If we need to pay more for something but it means we get a better return on investment, I think that is where we need to be,” said Ryan.
“That is the way we will be pushing our clients.”
Ryan’s comments on moving away from price-driven investments echo those made by Omnicom chief investment officer, Tony Harradine. Meanwhile GroupM CEO, Mark Lollback, also believes that accountability for marketers and their agency partners in 2017 “will never be higher”.
For more MCN Vox Pops, see below:
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.