Russell Parsons: Stop the negativity and remember you’re a value creator

Last month, TV marketing body Thinkbox hosted an event to unveil a piece of research that set out to deliver “the business case for advertising”. It is a substantial piece of work and stands apart from other studies determining return on marketing investment because of its breadth (it analyses more than 2,000 campaigns across 11 vertical sectors) and its focus on short- and long-term profit rather than sales or revenue spikes.
Within, there are several eye-catching findings that shou