What happens to unused marketing budgets at financial year-end?

Too often, they get spent in a rush, and that is where the trouble starts.

As businesses approach their financial year-end, marketing and communications teams often start looking quickly at what they have left to spend.

We’ve seen it plenty of times: a big project will suddenly come in with a tight deadline because there’s budget left to spend. Or a prospect gets in touch and essentially says: “I’ve got £X left in the budget. What can we do with it?” And don’t get me wrong, there’s nothing wrong with wanting to make good use of money that’s already been allocated. But the problem starts when the budget spending deadline becomes the reason for the campaign.

Rushed marcomms rarely (or dare I say ever) produce the best output.