Nobody’s ever told me, ‘I have too much money for marketing’
By Francis Moran
With the possible exception of a client vying for a huge defence procurement project in the late 1980s, an undertaking for which money certainly seemed to be no object, I’m pretty sure nobody has ever told me they have more money than they wanted or was needed for a top-notch, multi-faceted, integrated and long-term marketing program. If I ever do find such a client, I expect they shall be in the unicorn-ranching business.
Given this near-universal reality, why do so many companies waste or spend poorly the already-inadequate sums they do manage to set aside for marketing?
