Agency thinks big on DM’s final approach

BY: LILLIAN LORENZI

One look at the results of GSD&M’s vertically integrated creative approach, and one has to wonder: What’s The Big Idea?

It’s GSD&M’s solution to successfully combining consumer desire with client needs.

“When we sit down with a client, we start with …

The hunt for ROI continues

BY: MARCIA LAYTON TURNER

Blame it on John Wanamaker. The turn-of-the-century department store icon, who famously wondered which half of his marketing dollars were wasted, started a quest for return on investment that continues to this day.

So far, the results are not pretty. A …