> demand evidence of its contribution to the bottom line If agencies have no access to business metrics, isn't this burden upon the advertiser to evaluate the

> demand evidence of its contribution to the bottom line If agencies have no access to business metrics, isn't this burden upon the advertiser to evaluate the campaigns in terms of business metrics? Media agencies have their own kpis of success - a campaign can have a good performance media wise, but have little to no impact on the business. You can say: "well... blame the creative agency for their poor campaign concept!" ... you can say that... except they work with what they have: a specific brand and a product/service. No agency controls distribution, pricing, placement, quality, customer service, and many other variables that dictate the success of a campaign. It's easy to blame agencies because they are outside organizations. You are a pitch of way of cleaning your bad decisions as a brand or marketing manager. The client is always right, even when the client is wrong.