In this episode we talk to Justin Papps and Dan Robins from the CMO Advisory practice at PwC Australia on the current state of marketing investment. We analyse why, after decades of evidence proving brands that hold or increase their advertising investment in a soft market outperform their competitors, this is not happening in the local market. We also discuss the opportunity to revisit marketing metrics as tech & regulation change as well as importance the most powerful marketing lever that is often neglected in marketing optimisation models – creative.

<div>In this episode we talk to Justin Papps and Dan Robins from the CMO Advisory practice at PwC Australia on the current state of marketing investment. We analyse why, after decades of evidence proving brands that hold or increase their advertising investment in a soft market outperform their competitors, this is not happening in the local market. We also discuss the opportunity to revisit marketing metrics as tech &amp; regulation change as well as importance the most powerful marketing lever that is often neglected in marketing optimisation models – creative.</div>

The best minds in digital advertising break down and debate the topics that matter to brands and publishers. We talk to industry leaders in every area of digital about creativity, measurement, metrics, data, privacy and the technology that drives it all.

The best minds in digital break down and debate the topics that matter to brands and publishers.

The IAB Australia Podcast

In this episode we talk to Justin Papps and Dan Robins from the CMO Advisory practice at PwC Australia on the current state of...