Businesses spend a lot on marketing and advertising; advertising spend in the UK hit a new high of almost £14bn in 2013 and is set to increase to £14.8bn this year. Therefore it would seem fair to ask whether businesses are getting their money’s worth. Richard Edwards of Quatreus doubts it is always delivering the best return on investment (ROI) possible. And the reason is, regardless of what method of communication businesses choose, most will miss out on an essential ingredient: experience.