As the end of 2017 approaches, The Drum has asked leaders in the industry what has put a bee in their bonnet this year via the medium of AdVent.
Francesca Bennett, director of marketing and business development at Radley Yeldar, discussed the ongoing measurement challenge. She said: “Our industry is obsessed with the great creative, and there is nothing wrong with that, but what is the point of that if we can’t measure and prove the impact we have?"
Bennett suggested that in 2018 there needs to be a willingness for clients to spend more money to truly measure the objectives against the impact work has, regardless of how uncomfortable it may make them feel.
Radley Yeldar made headlines this year when it developed a Data Dollar currency symbol with Kaspersky Lab, as part of a stunt designed to gauge how much data people are willing to hand over to brands.
More entries into the AdVent series will be published throughout the week.