With the current economic climate, framing marketing as an investment rather than a cost was raised as a critical issue amongst our media steering groups for 2025. By bringing together Finance Directors (ex Disney and current tails.com) and experts like Dr. Grace Kite and Sam Tomlinson our recent hybrid event emphasised the importance of understanding the financial perspective and using good data to make a compelling case for marketing investments with practical insights and strategies.
Grace's discussion on the distinction between CapEx and OpEx and how different types of advertising fit into these categories can help marketers understand how to present their expenditures in a way that aligns with financial expectations.
The panel made up of current and former FDs at large corporate organisations highlighting the importance of building strong relationships with finance colleagues and maintaining consistent communication and a collaborative approach. Anne Marie Pearce, and Jamie Wilson's insights on understanding the broader business context and aligning marketing strategies with overall company performance were fascinating.
See the event videos below.
