Making the Case for Your Marketing Budget in Turbulent Times

CMOs must become data-driven storytellers who speak the language of the CEO and CFO

Save 50% on your Social Media Week pass! Join leading brands and agencies in NYC this April 9–11 to learn about emerging trends, tools and strategies. Register now—savings expire Dec. 11.

Veteran CMOs are familiar with the following scenario: The economy wobbles, companies consider cutting their marketing budget, marketers protest, industry groups produce reports showing why companies shouldn’t do that, then companies more or less do it anyway.

Well, as 2023 begins, marketing budgets are under pressure once again. GroupM, WPP’s media buying business, and Magna, IPG’s intelligence unit, have each lowered their 2023 U.S. ad spend forecasts. According to a recent global survey from marketing intelligence firm WARC, 2 in 3 marketers expect a recession will have a significant impact on their strategy.




Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in