Starbucks, P&G, Kraft Heinz CEOs tout media effectiveness on Q2 earnings calls
Second-quarter earnings calls this week became a stage for marketing effectiveness, with several brand chiefs praising their own media spend to shareholders. Starbucks CEO Brian Nicol credited CMO Tressie Lieberman for how she deploys the coffee chain's $190 million budget, telling analysts, "I love the way they're using the dollars." Procter & Gamble CEO Shailesh Jejurikar said the company has "gotten much better" at finding the right spending mix over the past year, and CFO Andre Schulten said P&G still has room to grow its media effectiveness. Kraft Heinz CEO Steve Cahillane pointed to an 8% rise in global return on ad spend after moving to fewer, more effective media partners. Reckitt Benckiser CFO Shannon Eisenhardt referenced the company's rising ad spend on its own call, and Canada Goose highlighted a more disciplined approach to brand building.
CFOs increasingly expect proof behind media spend before signing off, and effectiveness data is becoming currency in the budget conversation. Agency executives say they are already redirecting their pitches toward boardroom seats beyond the CMO to secure briefs. Nearly half of marketers, 49%, told measurement firm Gain Theory they lack confidence their data could defend marketing decisions to a CFO, per Digiday.