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Tom DenfordAug 05, 2013< 1 min read

Does Cost Obsession Stifle Creativity? CMOs Speak.

 

Here's a video from WFA from the Global Marketer Week which ID Comms attended in Belgium last month.

Yes, of course an obsession with price (not cost, to be specific) misses the opportunity to consider the value of things.

“Unless you understand the value of something to you, then how can you really put its price into any kind of context? How do you know how much to pay and whether you got a good deal or not? ”

This is what we've always considered to be a flaw in the traditional methods of media performance measurement; that is looks only at the price, in the rear view mirror, which is not especially helpful for marketers in making investment decisions for the future.

Enjoy the perspective, and thanks again to WFA for making this happen.

 
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Tom Denford

Tom Denford is one of the world’s most trusted advisors to senior marketing and procurement leaders on navigating media and digital transformation. With 20 years’ experience in the marketing industry, which covers senior global roles in creative and media agencies, Tom co-founded ID Comms in 2009, with ambition for the company to be the world experts in maximising media value and performance.

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