I was catching up on Advertising Age today and read a great article written by Phil Johnson in the Small Agency Blog on AdAge around the dilemma of Measurement and Accountability between the Agency/Brand relationship. See below:

What’s the ROI of putting your pants on in the morning

There is a lot to be said about agency/brand partnerships and the value of setting up mutually beneficial objectives and incentive structures. The challenge facing that partnership historically has been around information sharing and a lack of understanding the value proposition. As Phil states “The only way out of this dilemma is for agencies to to take the next step and conclusively prove beyond any doubt that they contribute to a client’s business results.”.

That means more then just providing a measurable ROI but an ROI that both the Agency and the Brand can understand.

Nice article Phil. Amen.

Brian