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


Facebook brand pages boosts consumer engagement levels

Marketing Week

We are so often told that selling to existing customers is far easier than gaining new ones, so, when seen as a cross-selling exercise, maybe Facebook marketing is more worthwhile than Mark Ritson (MW 13 October) gives credit for. I would suggest that a Facebook brand page could have a highly positive impact on existing […]

Keep eye on entire digital spectrum

Marketing Week

Email has long been established as the killer outbound channel for providing customers with relevant and personalised content but it should not be used in isolation (MW 6 October). To keep customers engaged at all points of the buying cycle, marketers need to ensure they monitor customers’ interaction across the digital spectrum. Only with permission […]

BARB has power to resolve TV advertising conundrum

Marketing Week

The future doesn’t have to be one of doom and gloom when it comes to TV advertising data (MW 13 October). BARB is not a blunt instrument. Its data allows advertisers to see if people are viewing programmes on their own or with families, which can help with targeting for products. For example, people viewing […]


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