Demand Generation: Six factors that determine media budget optimisation

An overview of the ‘Demand Generation’ study undertaken by Thinkbox, MediaCom, Wavemaker and Gain Theory.

Introduction

Back in 2017, Thinkbox launched the multi award-winning study, ‘Profit Ability: the business case for advertising’. With the backdrop of a looming Brexit, long-term financial uncertainty and a dubious lean towards short-term marketing strategies, the message had to be about more than TV. 

‘Profit Ability’, conducted by Ebiquity and Gain Theory, made the case for marketing investment as a whole – and it aimed that message squarely at the boardroom. It also shone a light on the many financial pitfalls of short-termism in marketing.

The study was a great success both in the UK and...

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