Letter: Accenture deal should be a wake-up call...

Accenture has just bought Media Audits - a consultancy that measures the effectiveness of ad campaigns and ad agencies, helping clients to improve ROI.

The move is both a striking sign of the growing importance of the 'marketing architecture' sector and a wake-up call for the PR industry.

In PR, just as in any other comms discipline, clients must find ever more credible ways to deliver demonstrable returns: if they do not have the right structures, people and investment plan in the first place, they cannot succeed.

In-house teams and agencies alike must raise their game - before they find that Accenture has already done the clever stuff, leaving them with nothing to do but write releases and pass the canapes.

Tom Wells, managing partner, Gyroscope.

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