tom beckmann
Sep 17, 2013
Obsession with measurement misses bigger industry issues
SPIKES ASIA 2013 - A joint presentation by Richard Pinder, chief executive and co-founder of The House Worldwide, and Tom Beckmann, creative director of Swedish PR firm Prime, suggested that advertisers and agencies should reconsider the way in which they create value, rather than becoming carried away with data and analytics at the expense of their core purpose.
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