The Growth Gap

The Growth Gap solved one of marketing’s oldest dilemmas – although it was commissioned to answer an entirely different question. It set out to discover how much profit businesses leave on the table through sub-optimal media investment. The answer was an eye-watering £32 billion. But a byproduct of getting to that answer was even more significant: it proved that advertisers don’t have to choose between driving sales today or building brands for tomorrow. They can have both by restructuring when, where, and how they invest. Turns out that short-termism wasn’t the problem, we’ve just been doing it badly.