Creative, not metrics, should steer online campaigns

03/5/2010 | Advertising Age (tiered subscription model)

Although metrics are integral to online marketing, they are being wrongly cited by some clients to dismiss the potential of innovative creative ideas, according to Patrick Sarkissian, CEO of independent digital innovation shop Sarkissian Mason. "Perhaps the fastest way out of this rut, however, is to always remember that great ideas don't come from numbers -- but they sure as hell can deliver better ones for your clients," he writes.

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