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Creating Ad Accountability, a New World Order

Bob Liodice, president and CEO of the Association of National Advertisers, led an all-star panel of corporate marketers at the recent MIXX Conference and Expo, in a discussion centered on reaching the "in-control consumer."

When the conversation turned to metrics and measurement, Jim Nail, chief strategy and marketing officer of Cymfony, stressed the importance of understanding "why a strategy worked," and not simply gauging accountability by return on investment.

Tom Lynch, VP and head of marketing integration at ING US, said it was important to be consistent in measurement from quarter to quarter, suggesting that marketers "pick a measure and stick to it."

Colgate Palmolive VP for e-business Jack Haber noted that the level of accountability of online media is having an influence on the company's other media buys, as marketers are increasingly demanding better metrics from traditional media like TV and print.

Jerri DeVard, SVP of marketing and brand management at Verizon Communications, spoke out on the importance of media and creative agencies having a stake in the success or failure of a marketing plan, saying, "All of my agencies have skin in the game."

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