This article is part of a Spotlight series on drivers of brand growth. Read more
Even when times are not hard it makes sense for marketers to try and maximise the return from their advertising budget. An annual media spend of £10m is not unusual so even a 10% improvement in payback equates to an extra £1m in value. We first started investigating the key drivers of advertising profitability back in 2006– before Jack Dorsey sent the first ever tweet and before the first iPad dropped off the production line. The impetus behind that...