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“The sales of a brand are like the height at which an airplane flies. Advertising spend is like its engines: while the engines are running, everything is fine, but, when the engines stop, the descent eventually starts.” This is a well-known paragraph written in 1989 by Simon Broadbent in The Advertising Budget: The Advertiser’s Guide to Budget Determination.

Stephen is Adweek's Europe bureau chief based in Glasgow.

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