Amid mounting uncertainty about where best to invest in advertising after a chaotic year, Thinkbox is unveiling a new study by Ebiquity and Gain Theory: Profit Ability: the business case for advertising.
The research study takes an evidence-based look at the business impact of advertising. It looks at econometric data from 2,000 ad campaigns and, crucially, it examines the impact on profit in both the short- and long-term. It moves beyond often misleading and misused ROI ratios to show the volume of profit that different forms of advertising generate – so not just TV advertising.
Discussing the findings will be a panel of effectiveness experts chewing it over: Peter Field, consultant; Lorna Hawtin, disruption director, TBWA\Manchester; Natalie Cummins, managing director, Zenith; Mark Evans, marketing director, Direct Line. It will be chaired by Thinkbox's chair Tess Alps.
Live Stream Agenda
Thinkbox’s Research and Planning Director, Matt Hill, introduces the morning.
9:40 Profit Ability: the business case for advertising
Andrew Challier and Dr Nick Pugh from Ebiquity and Matthew Chappell from Gain Theory will unveil a major new joint study examining the business impact of advertising in the short and long term. What business results can we expect from different forms of advertising?
10:45 Question time
The experts from Ebiquity and Gain Theory will take questions on the new study.
11:00 Short films: 3 great ads I had nothing to do with
A chance for you to watch the latest '3 great ads I had nothing to do with' while the event takes a break. The selection from the popular film series feature Micky Tudor, CHI & Partners; Ali Hanan, Creative Equals and David Kolbusz, Droga 5.
11:20 From brand to bland
Crawford Hollingworth, Founder of The Behavioural Architects, will unveil a new ‘brand deprivation’ study. To see the difference brands really make the team removed people’s favourite brands from their lives. The results are astonishing and highly entertaining.
12:05 Panel discussion
A panel of effectiveness experts will chew over what we’ve learned. Panelists are: Peter Field, Consultant; Lorna Hawtin, Disruption Director, TBWA\Manchester; Natalie Cummins, Managing Director, Zenith; Mark Evans, Marketing Director, Direct Line. Chaired by Thinkbox’s Tess Alps.
1:00 The end!