Post by Active International UK

Big ideas are easy to get excited about. The harder job is getting them through the business. Across the industry, there is no shortage of bold opinions, ambitious conversations and new thinking about where marketing goes next. But once those ideas are back inside the business, they still have to move through budget pressure, risk, procurement, measurement and competing priorities. That is the focus of the first article in our Active International Leadership Series, where Ruth Cartwright looks at why bold creative work needs commercial confidence around it. The piece explores why the answer to tighter budgets should not automatically be smaller thinking, and why ambitious ideas need a stronger commercial case, clearer funding routes and better conditions to move from intent to action. Read the full article below.