Opinion: Sounding off - ROI clamour might be loud, but it isn't a new phenomenon

Everybody is talking about ROI like it's something new; the latest thing in the CIT armoury. ROI measurement tools and specialised services are popping out of the PR machine all over the place. And, since the dark suits of procurement found their way on to client pitch teams, the ROI buzz has become a roar - among agencies anyway.

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