Step 5: How did we do?

Do you always get what you pay for? You certainly should. It's a simple principle and one we're passionate about.

There's a lot of debate out there about how to assess the worth of some communications work. Marketing pioneer John Wanamaker apparently said, "Half the money I spend on advertising is wasted, the trouble is I don't know which half."

In fact, it's not that much of a mystery. With sensible planning that links what we do to what you're trying to achieve, there's no reason why you won't be clear about the benefit we deliver. We've been doing this a long time, so we're confident that our work will make the difference you need it to.

And Mr Wanamaker would be pleased to see that these days we have a range of tools and measures to prove it.

Farrer Kane. Accountable for everything we do.