What investors look for in brands

The nebulous entities of the City and Wall Street are often to blame for the short-termism that has afflicted marketing budgets in recent years, but analysts' outlook is changing.

Investors, under pressure from their own technological disruption, have pushed toward demonstrable results from marketing, which has resulted in the chase for quarterly profits to the detriment of brand-building and exacerbated the structural erosion of traditional media, according to a financial analyst specialising in media brands.

Catherine O'Neill, director of Citi Research's European Media Team, speaking at Newsworks' Shift (London, February 2018) conference, explained that many of the pressures that marketers feel from the C-suite down, reflect the same pressures on the City.

At the core of both disruptions is tech. Not only is it changing the balance of advertising...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands