Account planners need to care more about share of voice

IPA commissioned research conducted by Nielsen into FMCG brands proves that advertising share of voice (SOV) drives share of market.

Account planners need to care more about share of voice

Peter Field

In many ways, these are delusional times. The more we are all asked to do more with less, the more we think that it is always possible.

So the focus these days is on challenging communications to achieve more, rather than challenging clients to invest more in their brands. But account planners should know better than this – it was established some years ago by Professor John Philip Jones (1) and Millward Brown (2), among others, that even the most effective campaigns will fail to generate growth for...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands