Accelerate: Masterclass - Finance for Marketers with the Marketing Society

Bridging the gap between marketing and finance

In this virtual Masterclass designed for our members across our global community, on Tuesday 30 March 2021, we will explore key financial concepts and their application to marketing. In today's tough business climate, as we all strive to safeguard our budgets, it's essential for marketers to effectively communicate to the finance department the value of a brand and marketing.

In the post-Covid world most companies will looking to cut expenses and divert resources to profit centres. Now more than ever marketers need the tools to communicate to the finance function the importance of a brand as an intangible asset, and therefore the importance of marketing.

You’ll come away with a new understanding of how to use structured tools and financial models to measure the financial impact of marketing initiatives, how to factor finance principles into marketing decision-making and being fluent in the finance language used by the Board. Part 1 – Finance Fundamentals An introduction to corporate finance, accounting and valuation concepts that are relevant to marketing; the Balance Sheet and Income Statement, Return on Investment, Cash Flows and Valuation of assets. Part 2 – Rigour in Marketing We will focus on applying finance models and concepts to justify and defend your marketing investment, measuring its return and identifying key metrics to craft a rigorous narrative for the marketing plan. Part 3 – How to Leverage Financial Models for Post-Covid Growth Understand the impact of different levels of investment on brand strength, reputation and reputational risks. We will discuss scenario planning and risk management, as key tools to understand the impact of different initiatives and levels of investment.

Delivered by David Haigh Founder and CEO, Brand Finance

David qualified as a Chartered Accountant with Price Waterhouse in London. He worked in international financial management, moving then to Interbrand as Director of Brand Valuation in its London-based global brand valuation practice, leaving in 1996 to launch Brand Finance. David has represented the British Standards institute on the International Standards Committee working party on the standardisation of brand valuation methods and practices, whose draft standard (ISO 10668) was published in November 2010.