The metric that is great news for creatives

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Scampimage.jpgBy Simon Veksner, Head of Ideas, Naked Communications

Creatives were always against any measuring of our work (except by awards juries).

We scoffed at brand tracking studies, despised research, and when told that our ad had failed to achieve certain metrics would protest, citing Albert Einstein, that “Not everything that counts can be counted.”

But this attitude has now changed dramatically. READ ON…