SOURCE: Donat Wald Company

March 20, 2006 08:00 ET

Ad Agency Executives Say ROI-Positive Advertising Is Answer to Media Fragmentation

LOS ANGELES, CA -- (MARKET WIRE) -- March 20, 2006 --


Positive, measurable ROI tops pundits' lists of advertising trends to watch in 2006, as more and more traditional brand marketers seek a direct correlation between ad spend and actual sales. A new approach has emerged -- dubbed ROI-positive advertising -- that transcends both brand-building and direct response advertising to deliver a measurable, positive return on investment.


Lucas Donat, founding partner and CEO of Donat/Wald, and Amir Haque, partner and head of strategy and analysis for the agency, are available to comment on how the industry's hottest trend can help advertisers navigate an increasingly fragmented marketplace.

Donat has been helping companies successfully build their brands for nearly 20 years -- in many cases boosting fledgling start-ups to industry leader status, past entrenched competition. With an MBA from Yale, Haque brings strategic and analytical expertise honed during his tenure at Boston Consulting Group. Their agency has helped move more than a billion dollars through the economy while building nationally known brands, with campaigns for,,,, Mattel Toys, Columbia, MGM/UA and more.

Donat was the primary architect behind's advertising success and continues to serve as the creative visionary behind the agency's campaigns.

"As advertising becomes ever more fragmented across a multiplicity of delivery channels, it's never been more crucial to be able to measure success -- dollar for dollar." -- Lucas Donat

Haque heads new media, marketing and advertising performance analysis, and brings a strong background in strategy consulting. He has worked with companies like Federated, American Express, MGM, Time-Warner, eCompanies, Onex, and Scotiabank throughout his career.

"With a trackable ROI-positive approach to advertising, advertisers can finally be truly strategic and deliberate about how and where to spend their marketing dollars." -- Amir Haque


Cultivating a trustworthy brand is critical and is an integral part of what drives response using the ROI-positive approach to advertising. But it's not enough, as brand loyalty among consumers withers. Likewise, merely triggering a response falls short in a world in which consumers increasingly click-to-buy. The goal no longer is direct response, it's direct action -- not intent to purchase, but an actual purchase.


To schedule an interview with Lucas Donat or Amir Haque, contact:

Ken Greenberg
Edge Communications, Inc.

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  • Ken Greenberg
    Edge Communications, Inc.
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