Jack Phillips Delivers Keynote Address at Marketing Conference

Sao Paulo, Brazil-(August 5, 2008) Jack Phillips delivered the opening keynote address at the annual conference of the Brazilian Association of Advertisers. This conference focuses on ROI in marketing and marketing communications. In the opening session, Phillips described how the ROI Methodology captures the value of marketing projects using six types of data: Reaction, Learning, Application, Impact, ROI and Intangibles. He also described how it is essential in today’s focus on marketing alternatives and funding to isolate the effects of success to specific marketing programs and campaigns. In this session, Phillips challenged marketing professionals to tackle this issue on every major project, using a variety of different techniques. http://www.aba.com.br/

“I was particularly impressed with ABA’s efforts to show ROI for Marketing Communications,” he said. “This truly shows they are a leader in their field and are focusing on the accountability of this significant expenditure in the economy.”

The Brazilian Association of Advertisers, a member of the World Federation of Advertisers (WFA), was founded in 1959 and gathers more than 70% of the major Brazilian investors (companies) in propaganda and marketing.

If you would like a copy of the ABA presentation, contact Kimberly Wright at Kimberly@roiinstitute.net.