Shift 2018 reports & presentations

Catherine O'Neill: How investors look at brands

Citi Research's European media team director Catherine O'Neill told delegates at Newsworks' Shift 2018 event that companies are taking less risks in the current climate and with CEO tenures falling, there's an element of short-termism. – I feel like this underplays it a bit. Could we say there’s a risk of over-reliance on short-term metrics? 

She warned that under-investing in brands risks long-term volume declines and share loss, underlining the importance of brand building for long-term brand value. 

Watch her session here.

28/02/18

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