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 Ph