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

Martin Deboo

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,...

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