Budget Setting in the Era of Accountability

Setting a brand's budget to reflect its share of voice relative to rival brands is the key recommendation of this chapter.

Marketing in the Era of Accountability: Identifying the marketing practices and metrics that truly increase profitability – Budget Setting

Les Binet, DDB Matrix & Peter Field, Marketing Consultant


  1. Executive Summary, Introduction, Conclusions and References
  2. Briefing
  3. Budget Setting
  4. Communications Strategy
  5. Media Strategy
  6. Measurement
  7. Payback and Remuneration

This section will recommend a task-based approach for setting budgets (i.e. a ‘zero-based’ approach in which budgets are determined by the brand’s business objectives and anticipated competitive activity). It will set out a fairly straightforward method for budget setting that does not require complex analysis or econometric modelling, though the benefits of econometric...

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