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Budgets Under Pressure: What Smart Marketers Protect
43 mins·11:00, 12 May 2026
Budgets Under Pressure: What Smart Marketers Protect
43 mins
·
11:00, 12 May 2026
·
Recommended
1 min
9 mins
37 mins
Guest: Tiffany Tang, General Manager for Malaysia and Singapore, Mead Johnson Nutrition, Shiao Chan, Head of Marketing, Spritzer
Are marketers cutting the wrong things to survive tighter budgets?
As pressure mounts to deliver stronger results with fewer resources, marketing teams are being forced into tougher trade-offs. But in the race for efficiency, are brands sacrificing the very things that drive long-term growth?
Tiffany Tang of Mead Johnson Nutrition and Shiao Chan of Spritzer share what “doing more with less” actually looks like inside marketing teams today — from cutting expensive sponsorships and legacy CRM investments, to protecting brand-building and resisting endless price promotions. They also explore why many brands are still overspending on the wrong influencers, how consumers are becoming more intentional with spending, and why marketers need to stop chasing every “shiny new toy.”
We learn:
The “Protect the Base” Principle: Why cutting support for older, stable brands can quietly damage long-term growth.
The CRM Reality Check: Why some marketers are stepping away from costly in-house data ecosystems.
The Brand vs Performance Split: Why performance marketing works better when brand trust is already strong.
The Influencer Trap: Why reach alone is becoming a weak measure of marketing impact.
The 3Ds Framework: Delivery, Distinctiveness, and Distinction, and why marketers should think more like consumers again.
This episode of Marketing Mojo was brought to you by BFM Brandfest. This event is happening on the 22nd and 23rd July at Nexus Bangsar South.
Presenter: Roshan Kanesan
Producer: Carol Wong
budget optimisationmarketing strategybrand buildingperformance marketingconsumer behaviourfmcg marketing
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