Marketing Week’s recent feature from Russel Parsons on “Stop the negativity and remember you’re a value creator” highlights how marketers are rightly seeking more accountability.

The article discusses the new study by Ebiquity and Gain Theory commissioned by Thinkbox, that attempts to work out the business case for advertising. The study analyses more than 2,000 campaigns across 11 vertical sectors and it focuses on short- and long-term profit rather than sales or revenue spikes.

Russel Parsons goes on to explore some of the ‘eye-catching’ findings;

There are several eye-catching findings that should make every marketer pause to assess their media strategy. Chief among these is the ability to generate sustainable and meaningful return demonstrated by channels considered all but dead by some millennial marketers and their media planning peers.

To read the article in full on Marketing Week’s website, please click here. 

First featured 11/12/2017