How can marketers defend budgets from imminent cuts dictated by the C-suite?

A global recession is looming and budget cuts inevitable, Priyanka Nadkarni of Window Seat Consulting breaks down what marketers can do to make the case for not going completely dark.

Why it matters

Marketers the world over are being asked to look at budget cuts and how they can support the business through this financial crunch. But evidence strongly suggests that abandoning investment in brand communications and advertising only helps the short term. Marketers need to plan for this tough conversation and prepare to show exactly what value can be added.


  • Fiercely defending spend of any kind in a downturn is unlikely to go well, it’s more effective to have a mindset of “doing your part” to protect the overall results of the business.
  • The first step in...

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