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Aquent Sponsors American Marketing Association Webcast on Marketing Measurement and Effectiveness with Author, Consultant Patrick Lapointe of MarketingNPV

Aquent Sponsors American Marketing Association Webcast on Marketing Measurement and Effectiveness with Author, Consultant Patrick Lapointe of MarketingNPV

BOSTON, MA (July 27, 2007)—Aquent, the world’s largest staffing firm specializing in solutions for creative and marketing organizations, invites marketers and business professionals to attend “Is Your Marketing an Expense…or an Investment? 10 Strategies for Winning Over Your CFO and other Marketing Skeptics,” a free webcast featuring expert Patrick LaPointe.

It’s no secret that marketers today face unprecedented scrutiny of their spending decisions and business impact. In this Aquent-sponsored webcast, author and consultant, Patrick LaPointe will discuss 10 strategies that many successful marketers are already using to collaborate with — and win over — their organizational skeptics. Elaborating on his article recently published in the American Marketing Association’s journal, LaPointe will share how marketers can engage their peers in finance in defining, executing, and interpreting their organization’s measurement processes, tools, and metrics. Done right, these marketers will win over their CFO (or at least soften their skepticism) and increase their likelihood of personal and professional success.

Patrick LaPointe is the Managing Partner at MarketingNPV where he directs the development of client solutions for marketing leaders in the areas of measurement processes, skills, and tools. His book, “Marketing by the Dashboard Light” is a best-selling and frequently-cited introduction to marketing dashboards and their role in marketing measurement. LaPointe’s firm publishes a quarterly journal and maintains an online archive of articles and resources about marketing measurement.

“Patrick brings a sophisticated understanding of how great marketers collaborate with their finance peers to measure their effectiveness and drive improvement,” said Nina Eigerman, President of Aquent Consulting. “Every day, we see many of our leading-edge clients practicing what Patrick will be describing: fact-based, accountable marketing. As a leader, we’re excited to be partnering with the American Marketing Association to share Patrick’s expertise and help professionals succeed.”

The free webcast will be broadcast on August 21, 2007, at 1:00 p.m. E.S.T. Details and registration information can be found on the American Marketing Association’s website at The presentation will also be archived for future on-demand viewing.

Following LaPointe’s presentation, Aquent will also be offering a free, downloadable roundtable discussion amongst a panel of marketing and finance professionals. The panel will discuss LaPointe’s thinking and share their personal perspectives on marketing measurement.

About Aquent

For over twenty years Aquent has led the way in transforming how companies find and utilize marketing and creative talent to execute their brand strategies. Aquent’s pioneering approach to staffing and services has helped thousands of companies - including two-thirds of the Fortune 500 and 90 of the Fortune 100 - build their internal marketing and communications capabilities. Last year we placed over 11,000 Aquent talent at more 3,000 companies. Aquent is headquartered in Boston, MA.

About MarketingNPV

MarketingNPV is a highly specialized advisory firm that links marketing expenditures to financial value creation, providing continuous improvement in the effective and efficient allocation of marketing resources. The firm uses processes and tools tuned to measure the payback on marketing investments, track the right performance metrics, and forecast the economic impact of changes in strategy or tactics. MarketingNPV maintains the world's largest online archive of articles and resources about marketing measurement, and publishes MarketingNPV Journal quarterly.


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