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»budgets

AKQA Applies A 'Performance Lens' To Brand Measurement

Brand marketing is starting to get more measurable, and budgets are beginning to follow. Adidas, Topshop and others have been vocal about the need to spend more on brand building, and DTC brands also want scale beyond digital – but that doesn’t mean blindly tossing money into TV and hoping for brand lift. “Digital isn’t the... Continue reading »

by Allison Schiff // February 11th, 2020 //
»
How Marketing Budgets Could Get Caught In The Crosshairs Of Trump’s Trade War

Trump’s trade war is a game of high-stakes chicken that could hit advertising investment – but it’s not clear how. Escalating tariffs will affect different industries differently, but if the cost of manufacturing goods rises, CFOs are likely to shave whatever looks like a cost center. Marketing often fits that bill. On the flip side,... Continue reading »

by Allison Schiff // August 6th, 2018 //
»
How Enterprise CMOs Keep Their Budgets From Being Squeezed

For a CMO, convincing the CEO or CRO to put more money toward marketing is a tall order. Because it’s difficult for marketing to prove ROI, large organizations often squeeze the budget. That’s changing. When Denise Karkos became CMO of TD Ameritrade, she told her board upfront that she planned to invest in data, analytics... Continue reading »

by Alison Weissbrot // October 24th, 2016 //
»
GroupM: Online Ad Spending To Hit $113.5B

Marketers worldwide are pouring more money into digital ads, according to a new report from GroupM. Internet ad spending is expected to reach $113.5 billion worldwide this year, a 14.6% increase from last year and representing more than 21% of advertising budgets, reports the media buying agency, which polled marketers from 28 countries. North America... Continue reading »

by Judith Aquino // March 27th, 2013 //
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