Content from our thought leader

Craig Mawdsley

Craig Mawdsley is joint chief strategy officer of AMV BBDO. He sits on the APG committee and was formerly chair of the group.

It's time for the YouTube metric madness to end

It's time for the YouTube metric madness to end

The industry needs to kick its YouTube habit of referring to views as an effectiveness habit and a measure of popularity, writes Craig Mawdsley, joint chief strategy officer of AMV BBDO

Can agencies make "old" media look like new media?

Can agencies make "old" media look like new media?

I had a conversation with an account director from a digital agency a couple of weeks ago, after noticing that a relatively conventional TV ad for one of its clients had 450,000 views on YouTube.

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