Results measurement not up to date for content says M&C Saatchi’s Kate Smither
Ford, Smither and Quaintance with panel moderator Rakhal Ebeli, managing director, Newsmodo
Results measuring effectiveness has not caught up with the direction of content, Kate Smither, M&C Saatchi group strategy director has told a forum.
Speaking at BEfest, the Festival of Content Marketing and Branded Entertainment, Smither, who was speaking on the successful Dove ‘Beauty Sketches’ campaign she was involved with during her time at Ogilvy in the UK, said: “I don’t know how you quantify success necessarily on a campaign like that.
“You’re talking about something that has 165 million likes and is the third-most shared ad in the world, that’s amazing success but its very hard to commercially quantify.
