Business leaders and marketing chiefs are under-investing in building and maintaining their brands – even though they are convinced that strong brands generate commercial returns in the long run.

David Buttle, Global Marketing Director – Commercial, with the Financial Times, said a lack of confidence in how to actually support brand growth – and then how to measure it – was preventing many businesses from striking a better balance between short-term sales and long-term impact.

Watch the WARC session on the Crisis in Creative Effectiveness here.

He was speaking as part of WARC’s Cannes 2019 session on the Crisis of Creative Effectiveness, reporting the findings of a global study by the FT in partnership with the IPA about changing attitudes to investment in brand building. It covered 500 senior executives, some but not all of whom worked in marketing departments.