Uses Super Bowl Ad to Demonstrate Benefits of Quantifying Campaign Goals

BOSTON —Aquent, a global professional services firm, announces the second presentation in its Aquent Inside Marketing video tutorial series—Measuring Effectiveness: The Truth About Metrics. Debuting Monday, September 12, 2005, on aquent.com, the video features American Legacy Foundation’s (ALF) former marketing director, Phil Graham (Graham announced his departure from ALF several weeks after the video’s completion).

In the video, Graham discusses, as an example, the organization’s use of metrics to measure the success of their award-winning, national youth anti-smoking campaign. Using a costly Super Bowl ad as case in point, Graham demonstrates how they were able to measure the ad’s effectiveness using a specific set of long- and short-term metrics. ALF’s methodology translates to any campaign.

“In order to justify the enormous media expense that is obviously behind such an effort,” says Graham, “we had to set up very strict criteria for what ROI we expected would be delivered from such a campaign. We weren’t disappointed in the results we uncovered.”

The series, which is designed to address several of the many pressing issues facing marketing and creative professionals today, will continue through the end of the year and will focus on evolving marketing and communications issues.

ABOUT AQUENT

Aquent (aquent.com) is a global professional services firm that delivers staffing, consulting, and outsourcing solutions for marketing and creative services. Through a network of over
sixty branches worldwide, Aquent has made over 400,000 matches of contract and full-time professionals with client companies around the globe. The company is headquartered in Boston , Massachusetts .

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EDITOR ’ S NOTE : For video transcripts or graphics, contact Judith King, 818.985.7186, jking818@adelphia.net. For more information about Aquent and the Aquent Inside Marketing program, contact Mary Anne Hailer, 617.535.5072, mhailer@aquent.com.