Opportunity for creative invention

The latest IPA Bellwether report (Budgets show upturn despite falling economic confidence, MW last week) isn’t all music to marketers’ ears but does suggest opportunity for greater creative invention with the promise of more marketing budget.

Even the simple return on investment ratio suggests money spent on marketing does generate a return. More brands should commit to increasing their marketing spend and give their agencies and partners more scope to invest this budget on both tried and tested methods, and more inventive approaches.

Through this true collaboration the potential for sustained and dramatic business growth can then be realised. Even a conservative increase in marketing budgets can be a catalyst for building a successful brand.

David Wood

Founder, Iris Associates

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