Results of the report point to the fact that marketers routinely underestimate the importance of creativity and brand size when they're looking at how effective marketing is. Seven thousand marketers around the world took part in Kantar's survey, and perhaps surprisingly, the majority thought 'multimedia' was the most significant driver of profit - with brand Vs
performance strategy and target audience in second and fourth place. Creative quality came in last.
Duncan Southgate, Global Brand Director of Media at Kantar said,
|"Marketers generally tend to overestimate the relative importance of media mix allocation, balancing brand versus performance marketing, and targeting, while they tend to underestimate the importance of brand size, creative quality and budget setting across geographies and portfolios. To be fair to the Kantar survey respondents, this may in part be due to the levers which they are personally able to control. A media manager for a single brand in a single country can't do anything about brand size or portfolio allocation, other than to invest for growth so that the brand sees greater long-term returns."|
This isn't the first time a large group of marketers has failed miserably at identifying the most important factors in constructing successful campaigns, and this article provides further examples. Why aren't media managers better at this? How can they improve?