Thinkbox
This report from WPP's Dominic Charles and Olga Zaitseva, reveals how brands can drive sales today AND build brands for tomorrow by restructuring when, where, and how they invest.
Drawing on the immense econometric database behind award-winning advertising effectiveness study Profit Ability 2, the study analysed 624 brands and over 7,400 different campaign scenarios.
The study found that the average brand could double their advertising investment and still keep every pound profitable, unlocking 11% headline profit growth. Download the full report and find out more.