Are Offline Agencies Feeling Online Pressure?

Interpublic’s new Marketing Accountability Partnership (MAP) will focus on bringing accountability and ROI to marketing initiatives across IPG’s various units.

When clients are demanding the same analytics capabilities offline as they’re getting online, it’s just one more example of how the lines between online and offline marketing are blurring, with marketers looking at their marketing campaigns as a whole instead of in distinct silos.

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