@AishaAnnHakim Believe me, i always try to make those arguments, trouble is there are some data/research we like to talk about and some we want to discount with our gut/expertise. We should absolutely use data to sell but also be open that it should also change our views. It’s a two way street
@alexsteer I would love this perspective to mean more brands properly evaluate if advertising is a positive growth driver to their own business. If Heineken hadn’t sold into distributors their advertising plans they risk getting less physical availability and lower base sales