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Effectiveness over Efficiency
Our challengers all focus on Effectiveness first.
Efficiency comes at the implementation stage, not at the strategy stage. Effectiveness is about identifying what to do. Efficiency is about how to do it. It’s a big difference. Focus on Effectiveness first – this is the goal. Efficiency is a consideration when constructing your method but it should not be prioritised ahead of Effectiveness.
The era in which we write this book has been dominated by Efficiency. Procurement takes the lead in media reviews. Savings make headlines. The deployment of ad-tech is focused on reducing wastage. Efficiency appears to be the main game in town. Media budgets have moved more towards the bottom of the funnel, optimising towards
the measurable, typically short-term activation activities. And yet, media payback has
been declining.
The IPA claims media payback has dropped
20% over the last four years. Since 2015, short- term activation has increased its share of the media budgets by 65%. These challenger brands are showing us that it is possible to reclaim the media industry, to re-inject it with creativity. To focus
on outcomes, not methods. To grow brands,
not just make savings. It all comes from focusing on Effectiveness.
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