The New Business Case for Advertising

Nic Pietersma: The New Business Case for Advertising

Nic Pietersma from Ebiquity will be sharing the key findings from Profit Ability 2, an econometric analysis of 141 brands, with a total spend of £1.8bn.

The resulting study provides key data to help build the case for advertising investment. It provides clear evidence of the impact of advertising on profit, the varying impact by industry vertical; uncovers three distinct dimensions that impact profitability; and reveals how changes in advertising effectiveness resulting from the changing media landscape have been gradual rather than seismic.

Nic is an economist by training who has built his career in marketing effectiveness. Over the last 18 years Nic has worked across multiple sectors but specialises in retail and financial services. He enjoys providing commercially orientated advice that goes beyond paid advertising. Nic is also responsible for the Ebiquity analytic toolkit and best practice across the group.