Cross-Media Services — Getting Results that Count

Parr feels that most agencies have lost sight of their traditional roles of providing trackable results back to clients, as the focus shifted to more general brand recognition building and using pretty imagery to stand out. He sees that as the support (expertise and technology) Arbor-Oakland can provide when a client already has an agency of record doing its creative, and as a crucial component of the turnkey service it offers to others. The latter involves working with the client to develop a marketing initiative, including figuring out how many touchpoints should be involved, and doing the demographic and geographic research to identify recipients.