Tomáš Sýkora for Médiář on marketing budgets in 2023: Invest, but don't spend recklessly

According to research conducted by Matter Communications, a full 89 % of marketing chiefs plan to increase, not decrease, marketing budgets for 2023. It's clear that conscious brands are taking the appeals of smart minds like Field, Ritson and others to heart, while benefiting from their experience during the pandemic, writes Tomas Sýkora, chief strategy officer at VMLY&R, for Médiář.

Many brands are already facing the challenge of not spending every penny of their budgets and investing wisely instead. In his article, Tomáš Sýkora appeals to brands to try to make the most of the situation. He proposes alternatives on how to effectively manage budget so that the brand could emerge as a winner from a difficult period of "several crises." To do this, they can take advantage of free media space from competitors, synergies with other brands or exceptional creativity, which is usually rewarded with greater effectiveness in advertising.

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