In the ecosystem of marketing accountability, investment analysts can be a core stakeholder group. Their questions and attitudes can affect focus and strategies – including marketing. At MASB Summer Summit, Aug. 8-9 at Rutgers Business School, Fran Cassidy of Cassidy Media will present, “What do investment analysts really think about marketing?” She will explore the results of a 2023 quantitative study by the IPA (Institute of Practitioners in Advertising) in the UK and Brand Finance, as well as investment analysts in the U.S. and the UK.
“We wanted to understand how important brand and marketing investment was to their analysis of the performance of organisations. The study sought to understand their interest and understanding of the value it delivers. Are there any gaps in their understanding? What financial metrics does it affect? In their view is it an investment or a cost? And ultimately, should it stay in opex or move to capex?”
Cassidy has over 30 years’ experience in the marketing sector – in agencies, in brands, and as a media owner. She has run an independent marketing and research consultancy for B2B and B2C brands for over 20 years. She specialises in commercial development, marketing effectiveness and measurement, and how marketing departments can get heard internally. She works in UK and Europe but also in US, Africa, South East Asia and Latam. She has run and authored research and marketing projects for clients such as The Financial Times, London Business School; the IPA, Honda, French broadcasting group Canal Plus; Harrods; and many more. For the B2B Institute at LinkedIn she developed “Marketing to the CFO” – a global research study of how marketing and finance teams can work together more effectively.
MASB SUMMER SUMMIT 2024 takes place Thursday, August 8, 9 AM through Friday, August 9, 1 PM, at Rutgers Business School – New Brunswick; 100 Rockafeller Road, Piscataway, New Jersey. Free parking available. Reception and dinner Thursday evening. Request your invitation from events@themasb.org.
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