John Lewis and Diageo on how budget cuts can create opportunities

Brittle consumer confidence, uncertainty over Brexit and relatively weak GDP and productivity growth in the UK means there is pressure to be more frugal and more accountable in proving the effectiveness of marketing activity, regardless of the size of your budget.
Having to do more with less is therefore becoming increasingly common.
Turning to the audience at a recent event held by The Marketing Society, its president and Diageo CMO Syl Saller asked if this was a familiar situation. The majorit