Omnicom chief investment officer Tony Harradine says the group will focus on effectiveness of media over efficiency of spend in 2017.
Speaking at MCN’s HomeFronts, Harradine said that approach represented a “massive step change” for Omnicom, but suggested it would not necessarily result in dramatic reallocation of spend.
“We will be defining new currencies and moving the conversation from efficiency to effectiveness [in 2017],” said Harradine.
“We’ll be reassessing what success looks like for clients, looking at new business metric outcomes and evaluation criteria to determine success.”
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