Let’s all go Deutsche

The team at Deutsche Bank is to be congratulated for producing its The Importance of A&P report. For the IPA, it’s yet more evidence that our long-term initiative in the City is bearing fruit.

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Since the release of our research report into “How analysts view marketing” in 2005, we’ve been touring investment banks to educate institutional investors and analysts about the correlation between sound marketing investment, sustainable organic growth, long-term profitability and intangible asset creation.

We’ve been campaigning for itemised disclosure of marketing expenditure in the operating statement of companies to allow year-on-year comparisons of share of voice versus share of market; for an explanation of the quality of marketing and brand strategy in the narrative report of company reports; and for marketing involvement in company presentations to the City as a matter of course.

Now, with Deutsche Bank and Marketing Week on the same side, there is a real opportunity to shout this very important message from the rooftops.

Neil Simpson, chairman of the IPA Value of Advertising Group and chief executive of Publicis

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