The marketing industry must up its measurement game, according to Boots CMO Pete Markey.

Speaking to MAD//Insight as part of our MAD//Minute Manifestos series in partnership with THE FIFTH, Markey said that there are gaps in measurement that should be addressed as a priority.

“I'd like to see an overall improvement in measurability of marketing performance. I think projects like Origin from ISBA are really exciting. There's too many things you can't connect and measure. I'm constantly talking to stakeholders in a business like Boots, explaining what we do, and how we measure our marketing. I'd love to see a step change and improvement in how you measure and connect that ecosystem of marketing performance and measurement. My hope is that ISBA and Origin are part of the answer.”

Filmed in partnership with THE FIFTH at MAD//Fest London last summer, MAD//Minute Manifestos feature quickfire contributions from top global brands such as Deliveroo, Domino’s and Ocado, as well as agency leaders including Sir Martin Sorell. The MAD//Manifestos are available now on MAD//Fest London’s YouTube channel.

THE FIFTH is an award winning social creative agency who are experts in influential content. They have one clear mission: To do things differently. The team of strategists, talent experts and creatives, based in London and LA, help clients to tell inspiring, entertaining and influential stories that deliver measurable impact. Find out more here.