Diageo’s Syl Saller and John Lewis’s Craig Inglis believe marketers should approach budget conversations with the broader business in mind.

Brittle consumer confidence, uncertainty over Brexit and relatively weak GDP and productivity growth in the UK means there is pressure to be more frugal and more accountable in proving the effectiveness of marketing activity, regardless of the size of your budget.

Having to do more with less is therefore becoming increasingly common.

Turning to the audience at a recent event held by The Marketing Society, its president and Diageo CMO Syl Saller asked if this was a familiar situation. The majority of the audience raised their hand.

To help its marketers make better strategic and planning decisions, the drinks giant has invested in Catalyst, an effectiveness platform developed with partners to provide instant data. Thanks to savings it has delivered, the business was able to invest £60m more in marketing during the first half of its financial year.