Good article in Digiday on what is a unique challenge for clients as they assess overall marketing budget allocation.
In the ever swinging pendulum of power between retailers and brands, large retail organizations, with retail networks can certainly leverage their position to secure brand investments in this area.
The question for brands is at what expense? Can they reduce their trade promotion investment to fund such initiatives? Will they shift dollars from brand building to support their RMN investment? And, in the end, does an investment in RMNs correlate with the potential to drive retail sales? Or does increased spend in this area risk diminishing brand strength in the long-term? … Read the Article Here