Letter - ...and digital agencies need not be a threat

I found the Evaluation Round Table a disheartening read. The challenges of digital media are, without question, but the alarmist way people talk about them is missing what they really are - an opportunity.

To Andrew Muir's argument about automated analysis: the stumbling block is that no two clients' briefs are the same. Far better is to refine what you analyse and then ensure the result is actionable information that enhances your activity.

By working in partnership with evaluation experts there is much to be achieved.

Claire O'Sullivan, client services director, Metrica.

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