Taking account of ad budgets

Alan Mitchell correctly pointed out a trap on the road to accountable advertising (MW March 28).

Our case for the advertising budget should be “as soundly argued and trusted as much” as the case for other budgets. Does this mean it has to be impossibly rigorous and so should not be tried?

By no means. Our case should be no more rigorous (as well as no less) than other departments. And theirs are not so precise or so certain.

“The best is the enemy of the better” – it’s not so hard to put up a better case than we do now and that is all that my vision of the future is.

Simon Broadbent

The Brand Consultancy

London SW3


Battle Order

Marketing Week

The home shopping industry is poised for a breakthrough. It has shed its dowdy image, it stands to gain from the expansion of the Internet and M&S, a cautious player, is moving into mail order with gusto. And the imminent 350m sale of Freemans


Marketing Week

Impact FCA! has been appointed to handle above- and below-the-line advertising for Walt Disney, after a three-way pitch against Saatchi & Saatchi and Leo Burnett. Feld Entertainment, which licenses Disney’s World On Ice production of Snow White and the Seven Dwarfs, has appointed the agency to handle the UK 1m advertising launch in September. The […]


    Leave a comment