Cummins&Partners CEO Michael McConville returned home to Australia last year after five years at the helm of adam&eveDDB, home of effectiveness guru Les Binet – and where he was steeped in econometric modelling with the likes of John Lewis and Volkswagen. One marketer within the Volkswagen Audi Group, Benjamin Braun, nailed econometrics to the point that he could “forecast within 32 units [i.e. cars] what their campaign spend was going to get them in terms of sales”, per McConville. He’s aiming to go one better, probably with clients like Jeep and McCain although he won’t say just yet, after inking an exclusive creative agency deal with Mutinex for econometric modelling in real time. “We'll be looking to beat Audi,” says McConville. “This is a step ahead of what I’d been using in the past by a long way … This is the beginning of an industry repositioning. This is a form of applied marketing science … and agencies won't have excuses anymore to not put this sort of thing forward to clients.” Plus, he’s using it to change Cummins&Partners fee structures: less upfront, more of the client business upside later. “Creativity won't be talked about as a big bet anymore,” reckons McConville. “It's a sure thing.” And that, he says, will make marketing a growth centre once again. See omnystudio.com/listener for privacy information.