Marketing Investment & Strategic Clarity:

How Leaders Set Budgets To Protect the Brand and Drive Growth

How senior leaders create marketing budgets to protect the brand, reduce waste and deliver measurable value.

Why This Briefing Matters

Most organisations either:

• overspend without impact, or
• underspend and damage brand strength.

Both scenarios carry risk - commercial, reputational and strategic.

In volatile conditions, the question isn’t “How much should we spend?”

It’s “What does our brand, strategy and growth ambition actually require - and how do we ensure the investment works?”

This briefing helps leaders make confident, defensible budget decisions grounded in clarity, not guesswork or pressure from suppliers.

What We Cover

• The leadership principles behind effective marketing investment
• How to align budget with brand maturity, market positioning and growth strategy
• The real cost of under-investing
• How to identify waste, duplication and low-value activity
• When to increase spend, when to hold, and when to scale back
• How to assess agency proposals and internal requests with confidence
  

What You'll Walk Away With

• A clear framework for setting or reviewing marketing budgets
• Insight into where waste tends to hide - and how to eliminate it
• Questions to guide internal discussions and supplier evaluation
  

Who This Is For

• CEOs
• Boards responsible for brand and strategic oversight
• Executives who approve or influence marketing spend
• Leaders seeking clarity and confidence in commercial decision-making
  

Format

• 25-minute briefing (clear, commercial, strategic)
• 35-minute Q&A
• Delivered in-person or via webinar

Additional Briefings