Russell Parsons: The biggest indicator of engagement is sales

“Spending money on marketing grows sales.” I paraphrase but that was my takeaway after reading the commentary around Procter & Gamble’s full-year results last week.
Speaking as the FMCG giant posted a 3% drop in net sales for its fourth quarter and an 8% drop in full-year sales, CEO David Taylor was effusive about the merits of advertising and promotional spend as a means to build awareness and trial, promising to increase spend on everything from TV to digital,