A is for accountability

Bala: Accountability is not simply passing the buck over for one party to be responsible for another party’s KPI. All stakeholders – clients, agencies and media owners, need to take ownership and work together to ensure success for all concerned.

ACCOUNTABILITY and digitalisation will enhance their presence in the advertising industry this year as the sector faces continued challenges in terms of weak consumer sentiment amid economic headwinds.

Agencies, marketers and media owners are taking a strong stance on accountability by working closely to ensure they collectively reap the best results. Marketers, for example, will seek to prioritise their 4Ps – product, price, place and promotion – to optimise gains via marketing activities and agencies as well as media owners looking to churn out the best solutions for clients to ensure improvement in bottomlines.