This Agency Wants to Help Clients Measure the Real-World Value of Events and Activations

George P. Johnson teams up with software company RainFocus

As the events space gets hotter, marketers' demands for measurement have grown as well. Getty Images

As the media ecosystem continues to splinter and concerns over transparency and accountability grow, more and more big clients are pressing their agencies to provide reliable proof of ROI.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.