Due to the high interest marketers have in advertising payback particularly in today’s economic climate - Thinkbox presented a free half-day event that examined the topic. The event was designed for CEOs, FDs, Marketing Directors and Senior Brand Managers, strategic media planners and anyone making inter-media marketing decisions. It took place on Wednesday, 22 October 2008 and was held at the Soho Hotel, London.

Taking our groundbreaking Payback in the 3rd age of Television 2007 research as the starting point, we expanded the analysis of the impact of advertising investment on brand value across a wider range of product categories, to understand which media choices deliver the most profit to companies. Thinkbox had again commissioned PricewaterhouseCoopers (PwC) for this significant study which builds on the previous wave of payback research where PwC examined over 700 brands across seven categories over ten years; it showed that TV advertising pays back 4.5 times its advertising investment – more than any other medium – and for a longer period of time, and that TV advertising is the main driver of brand value.

An eminent cast of respected industry experts were on hand to contribute to our understanding of successful advertising strategies in an economic downturn

Below you can click through to their presentations, and download them if you want to save them for later. You may also wish to visit a full write up of the study in our research section here.

Speakers' presentations

  • What we know about Payback
    David Brennan, Research and Strategy Director, Thinkbox reviewed the key themes and highlights from the initial Payback study and set the scene for this timely analysis.
  • Linking Media Investment to Indicators of Brand Health
    Karl Weaver, Director, Data2Decisions combined Brand Index data with media spend to see what happens when spend is reduced or increased.
  • Brand Values and Advertising Investment
    Andrew Sharp, Director of Brand Economics, PricewaterhouseCoopers (PwC) provided a fresh update looking at how we define brand value and how it has changed for our featured categories in 2008.
  • Launching the Morrisons Campaign
    Richard Warren, Communications Strategy Director, Delaney Lund Knox Warren (DLKW) Richard looked at the Morrisons’ media campaign and told us how in just 12 months Morrisons has transformed itself into the UK's fastest growing supermarket and became Retailer of the Year
  • Advertising in a Recession
    Paddy Barwise, Emeritus Professor of Management and Marketing, London Business School reviewed the key issues in advertising in a recession – the need for a clear strategy and strong arguments and compelling evidence to support it.
  • Advertising during a Downturn
    Peter Field detailed look at the effect of reducing SOV (share of voice) in an economic downturn and the effect it can have on a brand. Peter will also looked at the diversion of communications budgets into price promotions and assess their impact.

Upside to Downturn: sharpening your ad payback

This event presented the latest wave of our groundbreaking Payback research, expanding the analysis of the impact of advertising investment on brand value across a wider range of product categories, to understand which media choices deliver the most profit to companies. An eminent cast of speakers included PricewaterhouseCoopers, Professor Patrick Barwise, D2D’s Karl Weaver, Peter Field and Richard Warren form DLKW contributed to our understanding of successful advertising strategies in an economic downturn. Here you can watch a short film summarizing the event and have a closer look at the PowerPoint presentations.

Viewing of the slides that were presented on the day are completely unrestricted.

Just click on the speaker below to have a look at their slides.

However, you will need to log in to download them.

Login

Associated content

  • Payback in the 3rd Age of Television
    Thinkbox looks at the measures and returns on marketing investment - the contribution it makes to both business and profits. Here you will find a short film of the day, as well as the content that was presented.
  • Full write up of the study
    Our research section is the place to dig deeper into this important piece of work. Here’s a in-depth paper for you, looking at the results from the PricewaterhouseCoopers analysis and the Data2Decisions work on brand health and media spend. Dive in.