This surely should be a given. How can we, as reputation custodians of client brands, justify a remuneration package that does not deliver the most sophisticated and vigorous ROI via evaluation methods?
Do we have to wait for an economic downturn to expect client scrutiny on how their budgets are expended? Absolutely not. Our mere existence is dependent on excellence and the only way to measure this is through smart and best of breed evaluation.
I sincerely hope clients will only partner agencies that have always had the most superlative systems in place to robustly justify the PR investments made in them.
Henrietta Mackenzie, account director, Z'est Corporate PR