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.

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


Engaging with the City

Marketing Week

The research note from Deutsche Bank underlining how important it is for marketers and the City to engage in dialogue prompted great interest. The original story can be found here and below is one of the comments:

Booze culture: A social concern

Advertising is not to blame for binge drinking culture

Marketing Week

I have much sympathy for the House of Commons Health Committee’s concerns about “the consequences of binge drinking”, but the problems of cider swilling, teenage ne’er-do-wells congregating on street corners is a much deeper societal issue than can be solved by a bit of tinkering with advertising regulation.

High street bankers must fear Virgin

Marketing Week

If Virgin’s airline approach – which focused on its first and business class offering – lands on the high street then the big boys of banking should be worried. Targeting premium paying and high-value customers, who will self-fund exceptional banking service, is vital, especially in an era of slow growth banking business models and a need to invest in individual relationships.


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