Filed under: Comment
So I’m in Singapore today, judging the effectiveness category at The Spikes.
Let’s hope the submissions I see are as insightful as this …
… and don’t have 700 pages of ‘evidence’ to prove they’ve been effective.
Because if you have to go to unbelievable lengths – exploring the minutest of details – to prove your work was successful, then I might start questioning whether your overall strategy was the right thing to go forward with.
And no, Facebook and Youtube likes and views, don’t count as ‘effective’ … nor do they represent a ‘return on investment’.
Seriously, the way some folks claim ROI is more imaginative than Harry Potter.
Maybe I’m being purist or petty or downright stupid … but in my mind, R.O.I. is not about the ‘added value’ a campaign achieves in terms of reach, frequency or exposure, it’s about the commercial value of what the brand gets back from the campaign – that’s why it’s called a RETURN!
Finally, let’s hope none of the agencies try and take all the credit for any campaign success they achieve because the reality is, there are a whole host of other factors that contribute to effectiveness and to not acknowledge them is bordering on ego-mania.
As you can tell, I’m in the perfect mood for judging, so let’s hope no one tries to pull a D&AD Pencils comment or Singapore’s nice and calm persona might be changed forever.
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