Think like the CFO to demonstrate the value of marketing to the City

Blue-chip FMCG companies, such as Unilever, P&G and Cadbury, can improve their relationship with the City by changing their reporting on marketing budgets from half-yearly to quarterly, or by issuing twice-yearly interim management statements.

Think like the CFO to demonstrate the value of marketing to the City

Martin Deboo

We are in the teeth of the worst consumer recession for 80 years. Sales in discretionary purchase sectors, such as cars, are down by around 30% and the banking industry has been semi-nationalised. Even in the traditionally 'defensive' FMCG sector, volume growth has been hard to come by and margins have been assailed by an input cost tsunami of epic proportions.

It's no surprise that marketers are thinking hard about the contribution they make and how it is measured. 'Consumer franchise building' marketing (traditionally advertising,...

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