The Insiders

Marketing and Sponsorship: Former John Hancock CEO says the actual return on marketing efforts matters more, not deal costs

9.26.2022

As the son of a son of an ad agency president, we’ve been hearing about the impossibility of definitive marketing metrics since the NBA had fewer than 10 teams — and some of those teams were playing doubleheaders. Former John Hancock CEO David D’Alessandro has boug...

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