AD AGE: “Agencies Sound Off on How Clients Should Improve”
Receptive Clients at ANA Conference Asking for More Feedback
Doug Scott, president of Ogilvy Entertainment: The Need For Blended Pricing, Embracing Co-Ownership of Ideas. It’s time we found a “way to measure beyond clicks and impressions,” and it’s necessary for clients to push Nielsen and media agencies to work on getting to a solution that more realistically measures integrated campaigns and marketing platforms. Mr. Scott would also like to see clients permit agencies to allow ideas to extend beyond an ad campaign, and let the agency and partners realize the financial upside from licensing, merchandising or exploiting the ideas in other ways.
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