Nick Manning, COO, Ebiquity, argues that effectiveness should be at the heart of marketing planning

PRLog (Press Release) – Oct 07, 2008 – Speaking to Campaign magazine, Manning said: “We’re just trying to do the best job for the client. The advertising model still doesn’t put effectiveness first.  We’re still in a situation where media planning starts with “I’ve got £5 million to spend, what can I get for my money?”. It’s frustrating that the big questions aren’t being asked first.”

Manning continued: “Everybody is now talking about marketing effectiveness. We all know we’re entering choppy waters and we’re not immune from that, but, in tough times, people will need our services more and more. Our services to clients, especially in a time of such media deflation, are incredibly important.”

Ebiquity plc provides data, analysis and consultancy to advertising clients to help maximise their marketing effectiveness. Operating under the Ebiquity name is Billetts Marketing Investment Management, a new and unique service, which builds on the traditional strengths of the Billetts brand in media auditing and marketing sciences.  Founded on insights derived from the UK’s biggest media and marketing databases, Marketing Investment Management acts as an essential route to maximising effectiveness and efficiency throughout the communications cycle.

Ebiquity has also recently launched a new generation of its reputation monitoring service called Newslive, the most advanced offering of its kind in the market.  It will deliver clients unrivalled desk-top access to news stories and analytics from press, TV, radio, internet, blogs, wires and web-based video.