IT IS NOT JUST ACCOUNTANTS WHO AUDIT – AND MARKETING AUDITS CAN SAVE MONEY This is the fourth in what I believe is an important series of articles published in THE D. JOHN CARLSON REPORT on the subject of cutting costs in branding, marketing and communication. All factors addressed in this series centre around the […]

IT IS NOT JUST ACCOUNTANTS WHO AUDIT – AND MARKETING AUDITS CAN SAVE MONEY This is the fourth in what I believe is an important series of articles published in THE D. JOHN CARLSON REPORT on the subject of cutting costs in branding, marketing and communication. All factors addressed in this series centre around the core threads of knowledge, intelligence and strategy. This article highlights the cost saving potential of that all too rare skill and practise of reviewing. The budgeting season comes around every year and I would argue that it represents the ideal opportunity to review the year past and the year ahead along with the strategies and processes being put in place – prior to setting a new budget and signing off on a new strategy. While many businesses do this, my 25 years of experience suggests that few do it in the in depth and systematic…