M and C Saatchi: It’s all about measurement

David Kershaw CEO of M and C Saatchi the advertising agency was interviewed by Greg Wood on BBC’s Today programme this morning and called the state of the advertising industry as follows.

“Clients have not stopped spending money, but of course they are nervous about the impact of the credit crunch on consumer spending. That means they are very keen to see that their money is being spent efficiently and to track ROI. Of course that’s easier to do online.”

He talked about paid search, but he could have mentioned any area of activity where technology allows clicks and consumer behaviour to be tracked. …