How can I justify the financial value of marketing investment to the board?

Helps marketers justify marketing investment to the c-suite by looking at the types of campaigns that are most profitable, the consequences of cutting budgets and how to command a price premium.
  • The strongest brands tap into an emotional core; our collective hopes, individual aspirations, or the feeling of shared experiences.
  • Second only to quality of creative in driving profit is share of voice (SOV), which is the key metric in budget setting.
  • Brands that can afford to invest in SOV above the business’s market share are practically guaranteed long-term base sales growth, while a 1% increase in consideration can also be expected to increase base sales by 0.5-1.5%.
  • Maintaining salience is key, if a brand cedes control of its own story it becomes vulnerable, to counter-narratives and to...

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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

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We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands