Does Cost Obsession Stifle Creativity? CMOs Speak.
Here's a video from WFA from the Global Marketer Week which ID Comms attended in Belgium last month.
Yes, of course an obsession with price (not cost, to be specific) misses the opportunity to consider the value of things.
This is what we've always considered to be a flaw in the traditional methods of media performance measurement; that is looks only at the price, in the rear view mirror, which is not especially helpful for marketers in making investment decisions for the future.
Enjoy the perspective, and thanks again to WFA for making this happen.