How to talk to finance

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22 Sep 2023

EMEA edition

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Good morning,

CFOs are easy to paint as the bad guys; but learning how to work and think like them is a key skill for marketers.

Today’s newsletter is 540 words:

Talking to finance: advice for marketers
New research delves into what people think of the metaverse
Differentiation for finance chiefs

Datapoint: Amazon’s appeal to consumers and YouTube’s appeal to marketers

In opinion: Jo-Ann Foo looks at planning for Meta’s Threads

On the podcast: Why anime is the next big subculture for marketing

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News

Advice to CMOs: learn finance lingo and protect your budgets

At a time of economic uncertainty and changing customer behaviour, which is pushing CEOs to cut costs wherever they can, it’s never been more important for CMOs to talk the language of finance if they’re to protect their budgets.

Talking to the CMO

News

Differentiation and the ‘deadweight’ economy

With recent reports suggesting that inflation may be stabilising, Gartner describes the new climate as a “deadweight” economy and it will involve businesses investing in differentiation to succeed, the research firm argues.

Why differentiation matters

News

Think before jumping into the metaverse

Researchers in Mexico have unpacked what consumers think about the metaverse to offer brands a few insights into navigating the virtual space.

What people think of the metaverse

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Opinion - Jo-Ann Foo

Unravelling Threads: The good, the bad and the facts

Threads sparked a wave of excitement for the industry but the past has shown how brands can begin to plan for the day when they advertise on this platform, says Analytic Partners’ Jo-Ann Foo.

Read the new column here

Datapoint

Amazon top again as consumers’ preferred media brand, marketers favour YouTube

The latest Kantar Media Reactions study looks at preferred ad platforms and channels among consumers and marketers.

Get the data

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Global

Global News

Nike: A WARC Creative profile
Disney rethinks its operation in India with a sale on the cards
Instagram revenues are set to hit $71 bn by 2024, rebounding from a muted 2022
New research finds a 49% increase in brand impact when ads align with streaming content
Instacart lists on stock market with plans to supercharge ad growth

In case you missed it

How should you measure advertising? What can you do to make your advertising more effective? Find out by joining the final Master of Advertising Effectiveness cohort of 2023!
WARC editors are gearing up for the Toolkit 2024 - take part in the research survey and help craft the future of marketing.
Find the latest new research on advertising effectiveness, including new research from Dr. Grace Kite, Meta, and Ipsos in the latest EMEA Spotlight.
On the 10th October, we’re following up the Spotlight with a free webinar on Building brands today: Digital media strategies for short and long-term growth.
Attention in focus: the 28th September, System1’s Orlando Wood, Amplified Intelligence's Karen Nelson-Field and international marketing consultant Rob Brittain take a deep dive into the Triple opportunity of attention. Sign up here.

That's all for today. Thanks for reading.

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