"Accountability in our industry is nothing new," he said upon taking his new role at the AAAA Management Conference for Agency CEOs. "We've always welcomed accountability for so many things unique to agencies--for example, our ideas and our ability to involve the consumer. Through our growing accountability for return on investment, we find ourselves squarely within a culture of accountability--a culture to be welcomed and celebrated."
Hopp, in fact, argued that a greater emphasis on ROI will allow agencies to better demonstrate their value in the multi-part marketing process.
"Through accountability, we demonstrate fully, clearly and completely that nobody else does what we do," he said. "Quite frankly, nobody even tries. Ad agencies are more directly involved with the success of clients' products and services than any of our professional cousins--the accountants, the lawyers, organization experts, whomever!"
Hopp, chairman-CEO of Campbell-Ewald, delivered his speech as he begins a two-year term as AAAA chair, succeeding Ron Berger of Euro RSCG.
The group's 88th annual conference carries the theme "ROI: Return on Ideas, Return on Involvement, Return on Investment."
In his speech, Hopp cited several examples where agencies derived considerable ROI for clients and created "brand loyalty, brand equity and the incremental revenues that underscore return on investment."
He listed the iPod campaign from TBWA Chiat/Day, with the white device overlaid on bold colors; the campaign for Dove from Ogilvy & Mather that seeks to redefine the meaning of beauty; and McCann-Erickson's "Priceless" effort for MasterCard.
In the first case, he said: "It made the iPod the best-selling consumer device and drove a score of other major brands to invest in a new 'white iPod economy.'"