Howard Draft, the executive chairman of DraftFCB, which is one of the big agencies inside the Interpublic Group (IPG) warned his traditional agency peers:  “If we cannot calculate our return on investment, don’t worry- someone else will.  We know the McKinsey’s and the Accenture’s of the world are standing in the wings.  They’re ready to help their CMOs manage their unwieldy agency rosters, clean their data and measure their return on their marketing dollars.”

Here is the article talking about how Proctor and Gamble taking a ruthless approach to delivering a transparant ROI model against all marketing services: