December19 is an independent media planning and buying agency which places people at the heart of its business; staff, clients and partners #mediamadehuman. The co-founders’ vision back in 2010 was to create a media agency where our clients truly felt we put their needs first, and give all brands an expert service no matter what their budget level. ‘Doing the right thing’ – by clients, and staff is the guiding principle for d19. Understanding exactly what ‘doing the right thing’ means from an efficiency and effectiveness point of view, to compete commercially as an independent agency, was the stimulus to embed measurement into our planning process and resulting work. At d19 effectiveness means doing the right thing for our clients’ business. Simply put, effectiveness is just the effect that the media is having on the business. It’s not only about measuring these effects but understanding how to make the effects stronger and make sure that the effect that we are driving is the one we set out to deliver in the first place. All of these elements come under the umbrella of effectiveness, but at its core, it's about driving behavioural change through our marketing that benefits our clients’ business. It should be the cornerstone for all advertising activities, both for our clients and the wider industry.