The PR industry has transformed itself in recent years, by putting measurement at the heart of its agenda. Today insight is increasingly being adopted as the new agenda as clients provide increasingly complex challenges that require much deeper insights into the influences behind today’s customer behaviours. As a result we are commissioning research reports, buying into new consumer panels and uncovering new streams of data in a way that never happened before. And this of course is the issue. Does a fantastic publicity person, also have the necessary skills to sift through all of this data and identify what is relevant or not? Can a creative guru, always separate dreams from reality? Can the slick account man, say no?
Daily Archives: Wednesday, January 16, 2008
2008 may well also be the year of Peak Advertising. In the West at least. The year in which there is the most advertising. And after that there's less and less each year.