Budgeting: Optimise global media

Michael Cross

One of the constant bugbears for global or central media directors and chief financial officers is how to spend budgets across markets and the annual budget review can be one of the most difficult times in the marketing calendar due to the trade-off between national marketing directors wanting to protect their budgets and the global or central media director who has a finite budget to share across these markets.

Budgeting: Optimise global media

Michael CrossNinah Consulting

Maximising the ROI on global media requires a transparent budgeting system that achieves harmony between national and global budget holders’ objectives.

Having worked in the international area of marketing ROI for a number of years, I have found that one of the constant bugbears for global or central media directors and CFOs is how to spend budgets across markets. Inevitably the annual budget review is one of the most difficult times in the marketing calendar due to the trade-off between national marketing directors wanting to protect their budgets versus the global or...

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