为什么您的品牌不应该雇用Don Draper

As a viewer, watching Don Draper and his staff make brilliant, last-second advertising magic on “Mad Men” is thrilling. It builds suspense. It’s mysterious. It’s unexpected. No one wants to watch Don in his monthly budget meeting; intriguing television is watching him pull off a miracle in a bourbon-induced haze.

But intriguing television and effective advertising strategies aren’t the same thing (strange, I know). In the real world of advertising, ensuring that a campaign is successful isn’t as sexy as Draper and company make it appear on TV. Today, successful ads are about more than witty taglines and arresting visuals; they’re about click-through rates and cross-channel conversions, and the only agencies worth partnering with are those that can deliver in those areas as well as in creative. This is the age of big data and analytics, and to pretend that one great idea is enough to power an ad campaign is short-sighted.

So how can a brand be sure it’s signing with a company that’s both creative and reliable? Shaping its request for proposal (RFP) to include both “artistic” and analytical questions is a good place to start. For every question about creative vision, there should be another about measurement, and these questions should span the agency, its media optimization partners and its employees. To start, consider these types of measurement-related questions.

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首先，重要的是要了解该机构的衡量标准和战略，以及与创意相关的价值。询问该公司如何衡量其成功及其在内部如raybet电子竞技何获得成功竞选活动的资格。然后详细询问它如何跟踪创意和潜在客户之间的关系，以及该机构如何跨渠道运作：没有什么比孤立的广告策略更糟糕的了，在这些策略中，各个团队最终都会要求下个月的增量收入信贷。最后，包括一个问题，该问题是该机构发现的最有效的归因和测量类型。

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Many agencies outsource a good chunk of their analytics work. Brands need to know about those partnerships and how effective they are before signing on the dotted line. The initial question needs to be whether the company is working with a marketing optimization provider and if so, which one. From there, find out about the ROI and tangible results the provider delivers to its clients and how it reports them. Lastly, get into the nitty-gritty details, like whether the provider (or the agency) has the capabilities to do things like link data sets across devices and integrate with demand-side platforms that matter to you.

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Since the agency’s employees will likely be doing the majority of account work on a day-to-day basis, it’s important to ask about how the whole team treats measurement. Questions to consider include:

• 该机构如何确保帐户主管专注于客户目标？
• 客户的成功标准如何融入创意努力？
• What does the team do to understand how customers interact with online and offline advertising?
• 员工接受媒体出版商的报酬吗？

底线

As brilliant as he seems on TV, Don Draper types aren’t the best bet for brands seeking ad agency partners (Spoiler alert: let’s not forget that Don is fired at the end of the last season). Though there’s no such thing as guaranteed success in a creative industry like advertising, brands shouldn’t be at the mercy of when the next stroke of genius hits. After all, advertising doesn’t come cheap, and no brand wants to feel like its valuable dollars are going toward an uneven or ineffective approach.

在RFP中提出类似上述问题以及更多问题是公司对无效广告的唯一保障措施之一。raybet电子竞技挑选代理并非易事，询问相同部分的测量和创造力至关重要。当然，同意代理商的艺术方向和氛围很重要，但是知道它可以遗忘这些想法。