Effectiveness - Two clients eye's views
Everybody is in favour of advertising effectiveness but not everyone agrees on what it really means?
What does it really require from clients & from agencies in terms of measurement, metrics & behaviour? What type of relationships do we need to create in order to maximize our chances of delivering effective communications?
Tom Kinsella, Group Marketing Director of AIB and Melissa Furze, Head of the Business Information Competency Centre in O2, will give their different perspectives on the effectiveness landscape, what ‘best practice’ looks like in theory & in practice, & how to cultivate an effectiveness culture between clients & agencies.
Tom has worked as a marketing leader with a large selection of agencies in Ireland & internationally.
Melissa is an experienced customer insights and strategic analytics professional who has held leadership roles across a wide range of industries, brands, and markets.