Beware of Black Boxes
Beware of Black Boxes
Havas Global Comms
May 5, 2017
Mike Wilson: Beware agency bosses touting attribution "black boxes."
Ad News
Mike Wilson
CEO, Havas Group Media ANZ
Cross-channel measurement is advertising’s looming existential crisis and any agency leader that claims to have cracked attribution is probably bending the truth, according to Havas Media ANZ chief executive, Mike Wilson.
Speaking at MCN’s PartnerFronts, Wilson said the future of media agencies – possibly advertising itself – is dependent upon proving that advertising works.
And crucially, how it works.
That is currently not the case, with agencies reliant, to a degree, on guesswork, Wilson admitted.
Ad News
Mike Wilson
CEO, Havas Group Media ANZ
Cross-channel measurement is advertising’s looming existential crisis and any agency leader that claims to have cracked attribution is probably bending the truth, according to Havas Media ANZ chief executive, Mike Wilson.
Speaking at MCN’s PartnerFronts, Wilson said the future of media agencies – possibly advertising itself – is dependent upon proving that advertising works.
And crucially, how it works.
That is currently not the case, with agencies reliant, to a degree, on guesswork, Wilson admitted.
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