'Do more with less' usually means doing less with less
Marketers have always latched onto anything that promises effect without spend: direct mail instead of advertising in the 1990s, banner ads, organic social, influencers. It is fool's gold that keeps attracting them, and 'do more with less' mostly ends up as doing less with less.
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StatSpend drives far more of effectiveness than CMOs thinkPrincipleYou control the budget, not the ROIPrincipleAds mostly don't wear out; wear-out is usually a frequency problemCaseAmazon re-ran a two-year-old Christmas ad and it tested exactly as wellCaseA Knorr ad seen about 120 times in Scotland stayed one of the country's best-loved adsPrincipleDisguised repetition is one of the highest orders of creativityWarningCalling one ad a 'campaign' loses what a campaign isWarningBig brands that market like small brands become small brandsPrincipleSet the size of the marketing budget with finance, not just its allocationPrincipleTriangulate econometrics, experiments and attribution over long time framesCaseOptrex went dark for ten years in one region and the brand nearly died therePrincipleSell brand building to finance in cash-flow language, not brand-love language