What will help us get bolder campaigns approved?

Give budget-holders a campaign case they can examine: what audience research says about behaviour, why the proposition deserves investment, what delivery will cost and what returns are expected. The strategy should answer those questions without relying on a hard sell of the creative concept.

Start with audience and industry research to understand the landscape before developing campaign ideas. Look at campaigns within and beyond your sector, including B2C work, for relevant inspiration and examples that can help explain the proposed approach to the board. Keep the investment discussion tied to the audience-focused strategy and planned budget.

A 2025 Gartner survey found that 59% of CMOs reported insufficient budget to execute their marketing strategy in 2025, across North America, the UK and Europe, predominantly at organisations with annual revenue above $1 billion.

Present creative that makes the audience-focused strategy tangible, so decision-makers can judge a specific proposal rather than approve boldness in the abstract. A rigorously developed brief gives content creators a foundation for work that can win over remaining sceptics.

Boldness is relative: an approach that feels adventurous for one organisation may not feel adventurous for another. Make the connection between the brief and the proposed creative clear. The approval discussion can then focus on whether the approach expresses the strategy convincingly, rather than whether unfamiliar work is inherently too risky.