From the editor - The need for speed

Colin Grimshaw

In his monthly editorial, Colin Grimshaw discusses how the recession has resulted in an increased demand for faster returns on investment.

From the editor – The need for speed

Colin Grimshaw

The economic recession has put the effectiveness of marketing budgets under ever greater scrutiny and increased the demand for faster return on investment.

This short-termism has been brewing for a while – the demands of stock markets with their focus on quarterly financial reporting, the requirement for regular cashflow to keep businesses afloat, the faster pace of the marketing cycle from product development to launch to competitor reaction, and the effects of the internet in speeding up communication – are all contributing to the growing need for immediacy in...

WARC subscribers can sign in to keep reading

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