Demand Generation: Six factors that determine media budget optimisation

An overview of the ‘Demand Generation’ study undertaken by Thinkbox, MediaCom, Wavemaker and Gain Theory.


Back in 2017, Thinkbox launched the multi award-winning study, ‘Profit Ability: the business case for advertising’. With the backdrop of a looming Brexit, long-term financial uncertainty and a dubious lean towards short-term marketing strategies, the message had to be about more than TV. 

‘Profit Ability’, conducted by Ebiquity and Gain Theory, made the case for marketing investment as a whole – and it aimed that message squarely at the boardroom. It also shone a light on the many financial pitfalls of short-termism in marketing.

The study was a great success both in the UK and...

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