Letters

Accountability vs. proof of performance

The article on media shops tracking accountability [National News, July 28] confuses the issues of accountability and proof of performance. While the story mentions that the ad industry is being called on to provide empirical evidence that it is doing what it is paid to do, this concern is not new. In fact, this task has been around for some time. More important, this is not accountability: Accountability means asking the agency to prove that it has chosen the most effective path for the client, from the first creative brief to the last measurement of results.