This article from AdAge Digital hit my inbox today - the notion that we could measure the importance of a marketing initiative through ‘cultural-penetration-units’ is an interesting one - but I was left with the (fairly critical) question ‘how?’ after reading the piece.
It’s similar to the difficulty in determining agency renumeration these days, in the age of the viral and considering the incredible speed at which it is possible to spread ideas.
How do you charge for an idea? And how can you measure the power of an idea/s? I wish I had the answers, but will keep my eyes peeled for any leads …
/Tom
