Large businesses up marketing budgets but half of small companies plan cuts

Rob Clapp

An overview of marketing budget plans over the next 12 months by country and size of the business.

Nearly one-half (47%) of small businesses plan to cut their marketing spend over the next 12 months, according to a global survey of CMOs by Dentsu.

Two-fifths (41%) of small businesses will cut their marketing spend by at least 5%, while just one-fifth (19%) plan to increase their investment over the next year.

Large businesses, those with over 1,000 employees, are now mostly ready to invest – 54% plan to increase their marketing spend over the next 12 months, a larger share than the 32% saying they will cut their spend.

Medium-sized businesses are caught in the middle,...

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