Media budgets are on the rise, finds WFA and Ebiquity annual research

Neither global economies nor politics today are in a particularly stable position. But big brands are expecting to increase their budgets. A new WFA and Ebiquity study says that 60% of company representatives will increase their global media budgets in 2024 – with 14% saying they will make a significant increase, year on year.   This is a relatively dramatic increase compared to the same time last year, when just 29% of respondents said they expected to increase their annual budget. This budget increase comes despite 74% of respondents either…

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Over-emphasis on activation and tactics limits marketing effectiveness, study finds

Marketers are not creating the best marketing effectiveness culture because they are failing to address all the elements of the marketing effectiveness ‘Process’, according to a new study by WFA, Ebiquity and IPA: Creating a Global Culture of Marketing Effectiveness finds that while overall marketing effectiveness culture is performing acceptably – scoring 6.5 out of 10 – Process, the glue that pulls together the three other key elements (People, Focus, and Data & Tools), scores just 5.7. Detailed analysis of the processes being used by thousands of marketers working for…

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Marketing budgets under heavy scrutiny, WFA and Ebiquity research

Marketing and advertising budgets are coming under increasing pressure and heavy scrutiny from finance directors in the volatile and unpredictable 2022 marketplace, according to new research. Nevertheless, some of the world’s biggest brands remain committed to maintaining planned investment despite the threat of recession in many markets. A new WFA study conducted together with Ebiquity (specialised media investment analysis) assessed the intentions of 43 multinational companies. The sample included 5 of the world’s top 10 advertisers by spend, which collectively invest more than US$ 44bn in advertising. Just under a…

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