Anybody know what Spotify has spent on marketing since 2006? Go on, have a guess.
From a standing start in October 2008, it had a a million users by the following March and is still growing fast. You can't launch like that without some serious marketing back-up.
Got a number in your head?
The correct answer is £5000. Yes, that's it.
When your marketing return on investment numbers come back and they're not good, should you really be blaming the creative and claiming that radio isn't the right channel? Or maybe looking hard at the product.