10. Keep spending Some companies seem to regard marketing as a luxury. They assume sales will be stable without it. This is probably not the case. In competitive markets, a brand that unilaterally 12 cuts spend will probably decline relative to other brands. As we have seen, the important measure of exposure is not absolute dollar spend but relative Share of Voice. If that is too low (relative to the brand’s Share of Market) or in decline, the campaign is unlikely to increase sales. That is why we need to make effectiveness habitual. Every campaign should be evaluated. We must always help marketing colleagues defend and grow the budget within the client company. Fusion’s Report Card Worksheet is a simple and comprehensive one-page template we should use. Summary When you write a creative brief or review new work, check it against this list. If you can answer yes to all or most, you probably have a sales winner on your hands. Be creative Use TV Set hard objectives Appeal to the heart Aim for fame Integrate channels Get a big ideaL Be interesting Penetration first Keep spending 12. D eutsche Bank analyzed 30 large US and European consumer staples companies over a 15-year period. Companies that increased A&P outperformed those which cut it: their sales grew 30% faster and their profits 50% faster. Deutsche Bank, European Consumer Staples: The Importance of A&P, 2010. 16