Mythbuster: Budgets don't matter

This article argues that marketers often do not pay enough attention to budgets in their analysis.

Mythbuster: Budgets don't matter

Les Binet and Sarah Carteradam&eveDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that budgets don't matter

Recently, we were given a task by a big multinational. Could we review their research data and look for insights to help them grow market share? We read a mountain of material – everything from packaging semiotics to obscure product usage in emerging markets. But something was missing. In over 2,500 pages of research, there was only one mention of budgets.

To us, this...

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