Marketers Should Stop Calling Advertising An Investment

Nationwide's director of brand, marketing, and corporate affairs, Richard Warren, recently spoke at Thinkbox's "New Business Case for Advertising" launch, where he shared his thoughts on how brands should reframe their approach to advertising. According to Warren, the term "investment" is problematic when discussing advertising in the boardroom.

Many businesses view advertising as a running cost rather than an investment, as they don't see the long-term benefits of brand building.

Warren shared an anecdote about overhearing CFOs say that the easiest things to cut are "training and advertising." However, he emphasized the importance of keeping"... watering the garden" to maintain brand equity.

To persuade boards to spend on advertising... marketers need to make a strong case for the longevity play and the potential risks of not investing in marketing.

Warren highlighted the benefits of committing to marketing... including creating a strong brand campaign that can have an enormous impact internally.

Source: Found here

Brands should stop framing advertising as an investment, according to Nationwide⁘s director of brand, marketing and corporate affairs. Speaking today (24 April) at Thinkbox⁘s ⁘New business case for advertising⁘ launch, Nationwide⁘s Richard Warren said the word investment is ⁘problematic⁘ when discussing advertising in the boardroom. He claimed the e xco and boards within many businesses don⁘t see advertising as an investment, but as a running cost.