Food and drinks firms which regularly increase their investment in marketing typically see more rapid revenue and profit growth than their cautious rivals, a new study has found.

Deutsche Bank analysed the performance of 30 of the biggest companies in food and drinks industry– including Carlsberg, Danone, Diageo, Nestlé and Reckitt-Benckiser – over the last 15 years.

It found that organisations which committed more funds to communications saw their sales rise 30% more quickly than competitors adopting the opposite approach. Moreover, the profits of businesses in the former group expanded at a rate that was 50% greater than those falling into the latter category.

Source: warc.com