On the topic of budgeting for advertising, it is said that brands fail more often from under-budgeting than over-budgeting. But how much is enough? So many blogs and ad spender tools boil it down to oversimplified formulae. Or firms provide the often misguided advice of mimicking competitor ad spends.
Criterion Global often consults on budgeting for advertising. For legacy brands, challenger brands, new brand launches and global expansions, we provide a compass for budgeting for advertising where there is none. And so our client commissioned an analysis for a top-secret new brand launch.
The client? Amazon, “Earth’s Biggest Ad Spender as of 2020,
The launch? The next destination for luxury, Amazon Luxury Stores.