Here’s what senior marketers really do.
Budgets are being scrutinised, expectations are rising, and marketers are being asked to deliver more with less. Sound familiar?
We brought together a panel of senior leaders who live this challenge every day to ask the big question:
How do you build a smarter budget that drives real growth - not just quick wins?
Led by Becca Tredget, Strategy Partner at Jaywing, this session features:
• Paul Tinsley, CMO at Furniture & Choice:
Navigating performance-led D2C growth
• Paul Downer, Commercial Director at Travel Republic / Netflights:
Managing marketing pressures in a volatile, price-driven market
• Jonny Sycamore, Managing Partner at Jaywing:
Helping brands focus their investment where it matters most
Watch the full, unfiltered conversation:
You’ve got the data. You’ve made your case. But you’re balancing short-term KPIs with long-term brand building, often with a fixed pot and shifting priorities.
Do you double down on performance? Fight for future-focused brand investment? And what happens when AI promises to cut production costs - should that saving go back into the budget or help media work harder?
Add in teams structured around yesterday’s plans, a volatile market, and increasing pressure to prove value and the reality is clear:
Smart budgeting isn’t about spending more. It’s about spending better.
This panel goes beyond frameworks and gets straight to the real-world decisions marketers are making:
• How to balance the push for performance with the need to invest in brand
• Where and how to measure impact, even when it’s not a last-click win
• When to test, when to back a proven channel, and when to say no
• Whether budgets should be fixed or flexible and how to build agility into the process
This is about what actually works when the numbers need to add up.
Our panellists don’t just plan the budget; they live the consequences of it. They’re accountable for results, for growth, and for knowing when to pivot.
Whether you’re deep into planning, trying to reforecast, or just want to hear how other leaders are navigating the same questions, this discussion is for you.
Watch the full discussion now and build a smarter, more confident plan.
About Jaywing
Stories written with numbers
Success has always been measured in numbers. Leads. Conversions. ROI. Hits. Likes. Views. The stories we tell are designed to shift these dials. That starts with a deeper understanding of your audience and your goals. Because stories that begin with the right numbers are much more likely to end with them too.
We started as a specialist data business 25 years ago. Now one of the top 10 integrated agencies in the North, the power of our work comes from the numbers that underpin the stories we tell. The result? Stories that resonate. And numbers you can’t argue with.
Together, we are Jaywing.
This is our story
While most other agencies are recent data converts, Jaywing is different. We started out as a specialist data business 25 years ago. So rather than suddenly bolting it on to what we offer, data is the foundation on which we’re built. That’s a huge advantage for our clients. Because by harnessing the power of data we amplify our creative and media response to produce outstanding results. A partnership with Jaywing doesn’t promise success. It guarantees it.
What makes us tick?
We’re powered by our people. Over 250 creatives, developers, strategists, data scientists, media specialists and more across offices in Sheffield, Leeds and Sydney. A unique blend of talents collaborating as one to create powerful stories and compelling results for our clients.
Confidence starts with a C
Or, to be more accurate, three Cs. At Jaywing these are our three guiding principles. We think Critically. We work Collaboratively. We show Conviction. They define who we are, what we stand for and how we act.
Our difference makes the difference
Not all agencies are equal. Nobody has a monopoly on creativity, but that’s not true of every area of modern marketing. By developing a range of proprietary tools, we’re able to give our clients an unfair advantage in everything from attribution to PPC.