• by Joe Mandese  @mp_joemandese, June 28, 2012

ARF Exec VP Ted McConnell warmed up his Brand Marketers Summit panel by recollecting an anecdote from his days as a Procter & Gamble research and marketing executive. When his CEO once complained about the quality of an ad one of P&G’s agencies produced, McConnell quipped, “Don’t worry, nobody will see it.”

McConnell’s point was to illustrate the complexity of the current hyper-fragmented media marketplace, and the challenge for marketers – and agencies – for measuring what they got from what they bought (or earned or owned, for that matter).

Midway through his panel’s discussion, McConnell coined a new technical term to describe how the industry is managing it.

“So you’ve just introduced a new concept of complexity,” he said, citing, “’Shit!’”