Most marketers don’t get the budgets they need – let alone come close to spending more than their competitors.

But those of us who do need to take notice.

“It’s time for a reset. It’s not who spends the most that matters. What matters is who reaches the most consumers with the greatest media precision, the highest advertising effectiveness and the optimum efficiency to deliver sustained growth and value creation.”

It’s time to start setting budgets based on how your category is expected to grow.

Putting the two (ESOV and the size of opportunity) together is how we can get closer to reaching “most consumers with the greatest media precision,’

The quotes are for an article published in The Drum and Marc Pritchard is Chief Brand Officer at Procter & Gamble.