New IPA and Financial Times compendium demonstrates value of long-term brand building

Drawing on the IPA Databank and IPA Effectiveness Awards case studies, the publication features a series of co-branded FT advertisements, each backed with a summary of proof and relevant case studies, to provide one of the most comprehensive collections of evidence on the commercial value of long-term brand building ever assembled.

The collection:

• highlights the importance of balancing short-term activation with long-term brand building, demonstrating how businesses can achieve sustainable growth through investment in trusted, memorable and emotionally engaging marketing communications.
• explores the role brand strength plays in driving pricing power, profitability, market share and organisational resilience, even during periods of economic uncertainty.
• examines how brand-building activity delivers benefits not only among consumers but also among the stakeholders who influence business success, while reinforcing the importance of strong leadership support for marketing within organisations.

Laurence Green, Director of Effectiveness, IPA, said:

"This compendium is, in many ways, an advertising campaign for advertising itself. Drawn from the unrivalled evidence contained within the IPA Databank's 1,600-plus effectiveness case studies, it brings together some of the strongest proof we have of advertising's contribution to business success.

"At a time when organisations face growing pressure to prioritise immediate results, the evidence continues to show the importance of taking a longer-term view. Effective advertising builds brands, and strong brands build stronger businesses.

"The Financial Times is the ideal partner for this initiative. Its influence among senior business leaders gives us a unique opportunity to contribute to a shared understanding in the boardroom, not just that advertising works, but how it works, and why sustained investment in brand building remains one of the most powerful drivers of growth."

Says Enzo Diliberto, Commercial Strategy and Insight Director, Financial Times:

“Brand - and the trust that underpins it - is a business asset and increasingly a boardroom concern. Research featured in this collection shows that financial analysts consider the strength of a company’s brand and marketing when assessing its prospects.

“Our work with the IPA has sought to put this evidence in front of senior decision makers, challenging assumptions and helping them make more informed choices. This compendium brings together some of the key ideas and research from that partnership.

“The business environment will keep changing. The principle is more durable: take the long view, follow the evidence and invest for future growth.”