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Future of Marketing Briefing: CMOs are still haunted by hard questions about value of ad creative

Digiday · Sam Bradley · last updated

Brand marketers underwrite the ad industry’s creative endeavors. But many still aren’t sure they can justify the output of their creative agencies to C-suite colleagues.

According to a survey of senior marketers conducted by measurement firm Gain Theory, 49% said they weren’t confident that the data they had would help them defend marketing decisions to a CFO.

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