The Art/Science of Tracking

Ad Age is reporting that the average lifespan of a CMO is 26 months, reading on, Ad Age attributes the shortening lifespan to reporting metrics. They begin to insinnuate that the art of advertising is being replaced by the numbers hungry capitalists.

Just take a minute and think about this…I hire an ad agency to be creative and get my message to my most profitable customers and prospects. Ad Age is claiming that Advertisements should be held to any level of accountability and that great art will find its way automatically to your customers.

“High CMO turnover may be due, in part, to the fact that over the past few years, the balance between the art and science of marketing has tilted much too heavily toward quantitative metrics and away from its historical position as a qualitative, creative practice. “

By Lloyd Trufelman

The point that I am belaboring Great creative could have even greater effect if it lands in front of the target audience a higher percentage of the time.

More information about marketing success is readily available than ever has been and Executive Teams are holding Agencies feet to the fire. Agencies like Crispin Porter + Bogusky are excelling (they hedge their income by taking equity positions in some companies) just read a case study on some of the tactics they have taken with Volkswagen or Burger King.