News & Insights

How to Defend Your Brand Marketing Budget in a Downturn

Research by PwC’s Marketing & Media advisory team (now part of MediaSense) late last year showed that more than two thirds of CMOs believe marketing spend comes under particular scrutiny at such times.

Sam Tomlinson, PwC Partner and Media Leader of their Marketing & Media advisory team (now part of MediaSense), speaks to Ian Whittaker suggesting that CMOs can defend brand marketing by framing it as “intangible capex” that yields long-term shareholder value. By emphasizing the lasting impact of brand investment, including resilience in pricing and customer loyalty, CMOs can argue for continued spending in downturns. Additionally, they propose that marketing professionals and trade bodies should advocate for reconsideration of these accounting standards to better reflect marketing’s long-term value.

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