WHAT THIS SESSION COVERS
Most media budgets are set by last year’s number, a benchmark, or a best guess — none of which tell you whether the number is sized to move market share. New IPA research from Les Binet and Will Davis found marketers rate budget at 35% of what drives effectiveness, when it actually explains 89% of the variation in profit payback. In this 30-minute session, Cos Mingides shows why budget is the most important growth lever you have, and how to turn a market-share goal into a number you can defend. Drawn from the evidence base behind True’s IPA Effectiveness Accreditation.
WHAT WE COVERED
- The belief-evidence gap — new research on why marketers rate budget at 35% of effectiveness, when the data says 89%.
- The efficiency trap — how chasing tighter ROI and narrower targeting quietly caps profit, and the death spiral that follows when budgets get cut in response.
- Building the number — turning a market-share goal into a defensible budget, using category context, share of voice and share of search.
- The CFO conversation — presenting budget as an investment sized to a growth goal, not a cost to trim for efficiency.
- A worked example — a real budget, built from a growth goal, end to end.
WHO IT’S FOR
- CMOs and Heads of Marketing setting or defending a media budget
- Marketers who have to justify the number to a CFO, CEO or board
- Brand and media leaders who want spend tied to growth, not precedent
- Anyone who’s ever struggled to win the argument for a bigger budget
WANT TO GO FURTHER?
If you’d like us to run this on your own numbers, that’s what the Media Budget Setter Sprint does. Book a 20-minute call to explore it.
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