Brand Growth Event: Ritson and Binet endorse results Brand Growth Study

On Thursday October 1st, DVJ Insights presented the results of the Brand Growth Study 2020 during their Brand Growth Event. The event, having its first digital edition, had nearly 400 participating marketers from 15 different countries. DVJ Insights CEO Lucas Hulsebos presented the results on the role of Creatives in Brand Growth, followed by a discussion led by Tooske Ragas between Willem-Albert Bol (DPG Media) and Trix van der Vleuten (KFC) live from the studio in Amsterdam. Online there were live contributions from Mark Ritson and Les Binet. Both gentlemen endorsed the results of the Brand Growth Study; brands must invest in these times.

Mark Ritson: “In a recession, many brands are reducing advertising spend. Simply by maintaining advertising spend in the covid period, you may be getting excess share of voice, and therefore a growth in market share.” Les Binet shared a similar take: “You have to have great creative work, but you also need the budget to go with it. To be effective, creativity needs paid media behind it, and it needs share of voice.” This underlines the result that winners (marketers in growing organisations) invest more in marketing during a crisis, than losers.

Concise, but powerful sessions Ritson and Binet

The event was characterised by relatively short, but concise online sessions by Mark Ritson and Les Binet. In 20 minutes, the viewing marketers were treated to the findings and vision of these gentlemen, as well as the option to ask live questions. The theme Creative was ranked second in Mark Ritson’s Top 10 Most Important Factors for Marketing Effectiveness. While Les Binet again emphasised that creativity is the key to a higher share of mind. He also briefly mentioned the work of his fellow researcher Peter Field and James Hurman; that creatives work best when they are given long-term commitment and budget. Tooske Ragas led the discussion between Willem-Albert Bol and Trix van der Vleuten who shared that brands must continue to invest during a crisis, and continue to follow the same course. Inspiration can come from both inside and outside, as long as you ask for consumer feedback.

Brand Growth Study 2020 first results

Lucas Hulsebos presented this year’s results of the Brand Growth Study, the study that has now been conducted for the 4th year by DVJ Insights. The study consists of hundreds of vision interviews with CMOs and a quantitative follow-up among 600 European marketers, with the central theme this year; the role of creative and brand growth. In short, the first results: all marketers spontaneously relate creativity to the brand. However, on the question of how they measure success, the focus of winning marketers is mainly on sales, CTR and engagement. Winners and losers agree that creatives should be adjusted to the medium type (75% vs. 69%). It also appears that half of the marketers don’t test creatives, due to a lack of time and budget.

We also looked extensively into creatives in times of corona. As it turns out, there is a clear impact of adjusted creatives, but brand linkage often lags behind. Lucas Hulsebos: “Good creatives, even in an adjusted form, are certainly capable of standing out and generating impact, but the link with the brand is certainly not self-evident. What strikes me, is that marketers indicate that creatives are so little tested. It really comes down to unnecessary gambling with shareholders’ money. “

If you missed the event, all presentations are now available on the Brand Growth Website. In addition, DVJ Insights presents all results, interviews, and background of the study in the annual Brand Growth Magazine that will appear in November. You can already request your edition here.