Sally Dickersen, chief executive officer of Omnicom Media Group’s BrandScience marketing effectiveness division, is among the speakers who will address the Association of Advertisers in Ireland (AAI) Nuts & Bolts of Advertising seminar on return on marketing investment (ROMI) this month. An Oxford College maths graduate, Dickersen joined Mars as a market research analyst. In 1999, she moved to OMD set up the group’s ROI unit.
The unit became OMD Metrics and later BrandScience. Joining Dickersen on the AAI panel are Alan Cox, chief executve of Core Media and Mary Lambkin, professor of marketing at the UCD Smurfit Business School. The ROMI concept came to prominence in the 1990s through the work of Gary Lilien, Philip Kotler and Robert Shaw. The phrase grew in popularity and now accounts for a major part of marketing guardianship.
The AAI panel discussion is in Core Media’s offices at 8.15am on Tuesday, November 20th.