Do finance directors get in the way of building brands?

Perhaps it's all too easy to blame the finance director, but we are seeing a sea-change in attitudes to marketing. Building brands used to be considered an art as much as a science. Now there's an ever increasing focus on measurement, ROI and short-term results, and we're seeing the rise of procurement in the marketing tender process.

Location: Central London venue

The advent of digital has increased the ability and the desire to measure. But are we in danger of losing sight of the intangible factors that make a difference, such as creativity, inspiration and intuition? Are the companies who produce better marketing those that are less worried that they can't put it on a financial spreadsheet?