Survey Finds More Senior-Level Marketers Able To Measure Return on Investment
One-Third of Senior-Level Marketers Able to Measure and Act on ROI, up from 19% Last Year

New York City and Wilton, CT, July 17, 2006
The third annual ANA Marketing Accountability study, conducted by Marketing Management Analytics (MMA) and the Association of National Advertisers (ANA) reports an increase in the ability of senior-level marketers to measure and act on ROI -- and that most are doing so without involving their advertising agency. Nearly one third of senior-level marketers said they are satisfied with their ability to measure and act on ROI to improve business results, up from 19% in 2005. And nearly two-thirds of these marketers said they are achieving ROI success without involving their agency.

“Accountable marketers need an unbiased evaluation of marketing results so they tend not to rely on their agencies for measurement,” said John Nardone, MMA Chief Client Officer. “It’s a classic case of not wanting the wolf guarding the
sheep.”

The full survey findings will be revealed in an address by Nardone and Ed See, MMA Chief Operating Officer at the ANA’s 2006 Marketing Accountability Forum July 20, 2006, in the Grand Hyatt, New York City. Conference information and online registration can be found at http://www.ana.net/events/training.htm. (Please see media advisory at the end of this
release).

The survey also found that those marketers most successful at ROI measurement typically have established a formal accountability effort and cross-functional teams.

“The day of marketers acting as cowboys on their own range is over,” said See. “Without a cross-functional team, marketers won’t get the funding and organizational buy-in they need to be successful.”

According to the survey findings, company’s need to spend at least 1% of their total marketing spend on marketing accountability to have an effective marketing accountability program with those most successful typically spending 2%.

About the Association of National Advertisers (ANA)
The ANA's mission is to provide indispensable leadership that drives marketing communications, media and brand management excellence and champions, promotes and defends industry interests. The ANA is the industry’s foremost and recognized source of marketing communications best practices. It also leads industry initiatives, influences industry
practices, manages industry affairs, and advances, promotes and protects all advertisers and marketers. The trade association represents 370 companies with 8,000 brands that collectively spend over $100 billion in marketing communications and advertising. For more information visit www.ana.net.

About Marketing Management Analytics, Inc. (MMA)
MMA pioneered the use of marketing mix modeling to help companies plan, measure, validate, and optimize their marketing performance. Since that time, MMA has conducted more than 1,000 studies on hundreds of brands and businesses in more than 20 countries. MMA’s clients include many of the most recognized marketers in the world. MMA has been a unit of Aegis Group, PLC, London (AGS.L) since 1997. For more information about MMA, visit mma.com.