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With marketers now more mystified than ever if their marketing works, its time to dispense with the industry’s old measurement models

“Let’s prove to the world,” said DDB’s William Bernbach, “that good taste, good art, good writing … can be good selling.”

The mechanism of attributing customer’s purchase to a creative idea is, at best, different each time. At worst, it’s unknown. The ad industry has struggled with the idea since its inception and the advent of digital, despite its many promises, has done little to solve the problem. Marketers are now more mystified than ever about whether their marketing works.

Related: Future of digital advertising: consumers and advertisers need a new deal

Related: Bob Greenberg: the death of creativity is a compelling but false adland narrative

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