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Profit Ability: the business case for advertising by Ebiquity and Gain Theory has, for the first time, quantified the impact that different forms of advertising have on the bottom line. Crucially it has done this for both the short term and the longer term, and across a range of sectors.

Download Profit Ability The Business Case For Advertising 2018 Full Report

What emerges is a compelling case for re-thinking how advertising investment should be approached and hard evidence of what businesses can trust to deliver growth. Profit Ability swings the spotlight back on to creating shareholder value. It provides industry benchmarks for what businesses can expect advertising to deliver.

The appendices of the report pull together the findings from Ebiquity and Gain Theory and organise them into three specific sectors, FMCG, Retail and Financial Services, for easy reference.

If you like to take things in via video you can watch the presentation below of the main findings given at the launch of the report by Andrew Challier and Dr Nick Pugh from Ebiquity and Matthew Chappell from Gain Theory. And steal any charts you need from the slides here.

You can download your copy of the full report at the top of this page or email isabel.johnson@thinkbox.tv to get a free printed copy.

Contents of the report

Overview

  • Foreword by Professor Patrick Barwise
  • The Authors
  • Executive Summary
  • Introduction

Part One

The short-term impact of advertising

  • Background: The Danger of ‘Irresponsible ROI’
  • Ebiquity: Data Set & Short-Term Methodology
  • Short-Term Findings

Part Two

The long-term impact of advertising long-term findings

  • Long-Term Findings
  • Gain Theory: Long-Term Methodology

Part Three

The total impact of advertising

  • Total Profit: Key Findings
  • Optimising for the Long Term
  • Conclusion

Appendix 01

Sector analysis

  • FMCG
  • Retail
  • Financial Services

Appendix 02

  • Media at a Glance

Contact

  • About Thinkbox
  • Further Information and Contacts

“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”

Bridget Angear, Joint Chief Strategy Officer at AMV BBDO

“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”

David Wheldon, Chief Marketing Officer, RBS

“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”

Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK

“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”

Andrew Canter, Global CEO, BCMA

“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.

Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited

“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”

Chris Combemale, Group CEO, DMA