|Andrew Swinand, President, Chief Client Officer, Starcom Worldwide|
And he views improved metrics as the key to client happiness.
While running the agency's Oracle business, Mr. Swinand, 38, created a more sophisticated pay structure where Starcom charges clients via 1,000 different metrics, while most accounts typically use only one. "I think the idea of [return on investment] can be misguided, because there are lots of different reasons companies market," says Mr. Swinand. "If the goal is to raise sales, we should measure that. And if the goal is to raise awareness, we should measure that, too."
Mr. Swinand says his outlook on accountability was formed during a four-year stint in the U.S. Army's 3rd Infantry Division. "The Army has this idea that what's inspected is respected, and that stuck," he says.
A speech at the National Newspaper Association of America's March confab, in which he castigated publishers for their poor metrics, left the convention buzzing. "It comes from his Army training," says Starcom CEO John Muszynski. "Everything you talk about with him, he's always insistent about knowing how we measure it ... It defines everything he does."
* Warned publishers about measurement issues in key speech
* Brings can-do Army attitude to work