Marketing needs to be committed to growing equity and not limit itself to just developing compelling insights and proposition to change consumer behaviour. The City needs to understand that the present economic climate demands sustained long-term growth which can be achieved through sound marketing principles.
Surely bridging the knowledge gap would help remove the silent conflict between the marketing and finance functions.
Some FMCG companies highlight in their financial reports levels of A&P as a function of growth and performance. This shows the level of confidence these companies have in the process.