How To Do More With Less: Exploring Decoupling Strategy and Execution for Marketing Projects

In an evolving marketplace, brands are required to have an active presence in a wide variety of traditional, social and mobile channels. Despite the complexity of the current marketing environment, doing more with less is the new normal.

There has been much discussion in the C-suite about how to achieve aggressive marketing goals, yet reduce marketing spend without compromising the brand. Consolidating agencies, paying for performance, and reducing broadcast spend are common alternatives. However, one idea that is gaining momentum and delivering results is the practice of “decoupling.”

No, we’re not talking the kind of decoupling that celebrities do after 70 days of marriage. We’re talking about aligning resources to projects based on complexity and strategic importance.

When smart brands “tier” their tactical execution initiatives, and assign them to the resources that are most appropriate for the complexity of the work, they are able to realize substantial cost savings. How substantial? Recently, a large company saved more than $20 million using a robust decoupling approach.

Decoupling is a strategy that works; brands around the world are adopting this very effective strategy and saving real marketing dollars.

Find out more in this April 18 webinar, presented by Tom Reynolds, Vice President, Enterprise Solutions, at Aquent Studios.