Ian Whittaker (Liberty Sky Advisors) and Sam Tomlinson (PWC) discuss the tools that persuade Boards to treat marketing as a long-term investment rather than a cost. Hear about the psychology and motivations of the CFO, the accounting practices behind advertising spend, econometric modelling, and using the right financial language to execute a successful long term investment case. Smart brands are treating advertising investment in this way, but can marketers and advertisers arm the CFO with the right information and data to convince the wider investment and analyst community?

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