CCFC White Paper on Advertising Measurement and Accountability

In his recent white paper, "Creativity in the Service of Accountability," Kirk Borland discusses the challenges and solutions for delivering and maintaining accountability in the client and agency relationship.

Kirk Borland is our Director of Strategic Planning at CCFC. From his earliest days on Procter & Gamble brands to EVP for packaged goods clients at DDB Worldwide, Kirk Borland brings extensive experience and a single-minded focus to strategic planning and the process of business development.

White Paper Excerpt

Historically, the problem of attaching accountability to the creative message has been a failure of measurement techniques. And in the absence of effective and reliable measurement, marketers could neither document the benefit of good creative nor isolate the waste (and lost opportunity) associated with ineffective creative. For most marketers the choices, such as they were, boiled down to either doing a live in-market test or doing some form of simulated testing designed to mimic the "real world".