So says the headline in WARC quoting research by ID Comms of 179 Senior Marketers. Yet dig down into the article and it isn't obvious that is the case. Unfortunately procurement is running advertising budgets, ex CFO's run the advertisers and the CMO's aren't strong enough to persuade their Boards that great advertising that leads to great sales requires genuine investment. Advertisers are forever poaching talent from agencies because agencies have the best talent and deliver the most effective work
"Brands that treat media as a commodity and a cost will never actually get the best return from their media budgets,"