Zero based budgeting and brand growth are not mutually exclusive

This article outlines how marketers can better utilize zero-based budgeting more effectively to gain greater efficiency and better results.

As many marketers now know, Zero Based Budgeting (ZBB) is a budget setting approach based on questioning and evaluating each marketing investment choice for the business value it adds – without regard for historical budgeting. This means building activity plans and fresh budgets, spending only on the most efficient choices that deliver the highest ROI, and cutting away (or rather, choosing not to spend on) the rest.

However, it is not always executed in the right way, and often the frenzy of cost cutting measures, in an attempt to hit cost targets, results in a risk of cutting away long-term...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands