The Association for Communication and Advertising (ACA) announced the opening of the entry season for Apex 2017 last week. The Apex awards recognise advertising and communication campaigns that are commendable not only for their creativity, but also because they demonstrate tangible results and return on investment. Yellowwood’s Andy Rice has been involved with the Apex awards for the past 20 years, both as judge and as chairman. He says that while there is no argument that any business will want to see the results of how well its advertising investment has worked, in the past this has been easier said than done. The reason for this is a lack of tools to show convincingly that an investment has provided the relevant returns or led to the desired objectives. The need to provide objective results in return for a marketing investment makes sense, particularly as budgets tighten in tougher economic climates, says Rice. And while we have come a long way in terms of being able to show how...
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