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Benchmarking is the Waterboarding of the Ad Industry

Benchmarking is the Waterboarding of the Ad Industry

Author

Michael Farmer photo

Michael Farmer

Publish date

April 12, 2017

Channel

CMO Village

Archived in

Madison Avenue Makeover
28 29 328

Procurement and benchmarking rose to corporate prominence once "increased shareholder value" became the advertiser's mantra. Marketing declined in importance, from an investment to achieve brand growth to a cost to be optimized. Benchmarking consultants jumped on the bandwagon. 4As shamefully accepted the ANA benchmarking trend with hardly a whimper, leaving its members to fend for themselves.

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Michael Farmer photo

Michael Farmer

MediaVillage columnist Michael Farmer is the author of Madison Avenue Manslaughter: An Inside View of Fee-Cutting Clients, Profit-Hungry Owners and Declining Ad Agencies (Third Edition, 2019), which won four publishers' awards for excellence in marketing… read more

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