profit ability: the business case for advertising
John Wanamaker famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.
We all want to know our advertising is working, and the more proof the better.
Enter “Profit Ability”, a study that analyses over 2,000 advertising campaigns across 11 categories to uncover the impact that different forms of advertising have on both short-term profit, and the long-term, to determine advertising’s total contribution to the bottom line.
On April 25th we hosted Nick Manning who took us through the findings of this extensive and ground-breaking UK study.
About the Speaker
Nick Manning is a veteran of the advertising industry, specialising in all aspects of media. He spent 27 years in the media agency world, and was the co-founder of Manning Gottlieb OMD, now the largest UK agency in the Omnicom group. Nick recently stepped down from Ebiquity where he spent 10 years helping build the company from revenues of $15m to $100m with offices in 14 countries. He is a regular commentator, author and presenter on advertising industry affairs.