‘Marketers aren’t the only ones taking a risk on advertising’

Marketers spend considerable time in internal meetings discussing risk, so you know all about it. If you understand this, then you know how the value chain of advertising really works.
So let’s start at the top with you, the client.
You fight long and hard for ‘your’ marketing budgets. Even more so under zero-based budgeting.
READ MORE: Zero-based budgeting – Critical to growth or a distraction?
The uncertainties around spending money on most forms of marketing don’