That’s evolved somewhat in recent years, as both agencies and clients recognized that too much emphasis was being put on outputs and not enough on outcomes. Just because you reach a lot of people doesn’t mean that you’ve driven the business forward.
The ROI movement sought to more closely align tactics with business goals. It has been largely successful. So successful, in fact, that most of the important problems have largely been solved. What remains involves computational resources and intergration. Therefore, we are now entering a post-ROI world of innovation, open brands and co-creation.
The post-war economy was an era of mass media. There was a limited
amount of TV stations and programming was geared to mass audiences.
Advertising pioneers such as David Ogilvy and Leo Burnett
developed powerful brand images that transformed the landscape of
commerce. Great creative work combined with mass audiences evolved
brands into consumer icons.