Unless the brand is bleeding money, it's time to have a serious face-to-face discussion on staying the course
PRESIDENT | TOPIN & ASSOCIATES
Unless the brand is bleeding money (at which point they won't be asking what to cut, they'll be telling you), it's time to have a serious face-to-face discussion on staying the course. If you believe it is in the client's best interest to stick to their plan, then it's time to explain you can't add by subtracting—meaning it's impossible to add value to their brand by subtracting dollars from their budget. Instead, it's time to look closely for added opportunities during an economic crunch. Such as:
The key is not to add dollars to the budget, but to spend them better, without losing continuity and focus. Overall, it's time to be proactive, not reactive. And to remind your clients that short-term budget cuts do not deliver long term growth.