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CFOs don’t value marketing, says report

CFOs don’t value marketing, says report

The majority of America’s leading companies have had their marketing budgets frozen, according to a new survey carried out by New York–based brand- building agency, DiMassimo Goldstein (DIGO).

The firm surveyed the Chief Financial Officers (CFOs) at 142 companies listed in the Fortune 1000. Although DIGO admits their methodology was ‘unscientific’ it still provides a valuable insight in to the current state of the marketing industry.

Some 60% of CFOs reported that their marketing budgets will not increase this year and 44% said that they had reduced their’s from a year ago.

The majority (79%) of those surveyed added they were much more cautious with company expenditures.

DIGO’s survey also revealed that 31% of the CFOs who responded had no idea what they paid marketing and ad agencies, while almost one-third (30%) said they were paying too much.

Sadly, 10% of respondents went so far as to categorise marketing as “a waste of money.” But 17% said that they consider their marketing initiatives a profit generator.

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