Ian will be covering how advertisers and marketers can speak the language of the CGO (Chief Growth Officer) and Board to better persuade decision makers that advertising spend is an investment (and not a cost).
It will provide tips and suggestions as to how key decision makers think, how to craft arguments around advertising to suit Boards' key priorities and to show advertisers and marketers what they need to do to make their arguments more effective.
Ian is a Media and Tech expert. Twice City AM Analyst of the Year. Shortlist BSME Business Columnist of the Year. Chair, Board Advisor in Media/Tech. Author The Bigger Picture and How To Speak The Language of the CFO. International speaker / podcaster. Ian authored the IPA's Marketing as an Investment paper in 2023.
Why growth matters in consumer-facing businesses: The power of ‘compounding’ and how steady, sustainable growth drives shareholder returns over time.
Nic reveals key insights from a landmark econometric study analysing £1.8bn in media spend across 141 brands. Discover how advertising really drives profit, which sectors see the biggest gains, and why effectiveness has shifted gradually.
