Time to experiment (2)

I reread the McKinsey paper I mentioned a few days ago and I'm convinced this is a seminal moment. It's one thing when a bunch of left field marketers talk about  a changing world - its another when McKinsey gets it;

In an excellent new MUST READ article, * McKinsey states "By 2010, we estimate, television advertising could be only 35 percent as effective as it was in 1990"

They then suggest that marketers should invest 75/80% of their budgets in proven messages and media ( and "regain the testing and validation discipline that many of them once had"). They go on to say "The remaining 20 to 25 percent of spending should finance well-structured experiments"

That's exactly where we are on this new marketing environment. Things are changing fast and brands need to get an understanding of what the new opportunities can do for them. The good news is that the levels of investment needed for these "well-structured experiments" is not that high.

So what are you waiting for?

* Access to McKinsey Quarterly is $150 a year - if you're a marketer, this article is worth that alone!

UPDATE - we've now agreed with McKinsey that we can share this paper with a limited number of marketing and agency people - let me know if you'd like a copy.

Comments

[Moniek]

I'd like a copy of the article, could you send it to me? Thanks loads!

[Errol]

I would also love a copy of that article. Thanks in advance.

[Daria]

I am just working on the post about the future of media agencies and the article sounds very interesting. Would it be possible for you to send it to me? thanks in advance.

[annie fischer]

i am currently studying thr relationship between brand communication and marketin gwith broadcasters and would love a copy of the article. Thankyou. Kind Regards,

[Jessica]

I am interviewing for an Art Director job in an advertising agency who are looking to move into the online sector. I would like to read this article and get my brain thinking even more about all the possibilities that are out there. Would really appreciate you sending this article on to me. Cheers.

[Val]

I would really appreciate a copy of the article.
Thanks and best wishes,
Val

[Guy Abrahams]

Hi,
Andrew. In Asia now, Cathay lost my bag with the article in on the way over. I'd love another copy - very useful even here.

GUY

[Carolyn]

Hi
Love a copy please.
Thanks
C.

[Simon Andrews]

On its way...
best

[Patrick Ayers]

I would like a copy of this study if possible.

Thanks,

Patrick