We all know this. Marketing budgets are often the first on the chopping block when companies need quick, visible returns.

But here’s the concern: what happens when brands stop advertising could be more damaging than the pandemic itself. Economist Peter Field, supported by extensive research, warns that slashing ad budgets might offer a temporary fix to short-term deficits, but it puts brands at a serious competitive disadvantage during recovery.

The hidden cost of cutting back

Reducing media and marketing spend saves money instantly—that’s undeniable. But over time, brands lose market share and risk the hard-earned equity they’ve worked hard to build over years. When your share of voice deteriorates, sales suffer, making the path to recovery even steeper.

Consider this – are you freezing marketing activity out of short-term concerns rather than thinking about long-term recovery? After all, brand-building drives long-term profitability. Shouldn’t marketing be considered essential?

Here’s an idea: achieve more with less

What if you could maintain your marketing campaigns without any cash investment? What if you could keep advertising while your competitors go silent, gaining market share when it matters most?

How is that even possible?

Transform your assets into advertising power

At Active, our core mission has always been simple: we help clients achieve more. We help businesses not just survive, but set them up to recover and grow faster.

Here’s how: instead of draining your budget, you can use your existing products—whether excess inventory or first-line stock—along with services or other assets to fund your advertising campaigns. No budget approval needed. No cash investment required. Your marketing campaign runs exactly as your media agency planned—an activity that otherwise wouldn’t be possible.

It’s a win-win position

You move excess, obsolete, or unwanted stock while simultaneously building brand awareness and strengthening your balance sheet. It’s that straightforward.

Using assets to fund media campaigns isn’t new, but it’s often overlooked because it seems complicated. Brands should think differently. Especially retailers, now more than ever, need agility, innovation, and smarter operations.

We partner directly with our clients’ media agencies to either top up budgets or keep them intact when cuts loom. There’s never been a better time to try a new approach.

For brands dealing with excess inventory, this is particularly smart. Failing to turn over unwanted stock and reinvest in the next sales cycle can be devastating. Retailers who embrace our media-based solutions free themselves from the financial burden of excess inventory and redirect those resources where they’re needed most: marketing and customer experience for the next cycle.

No excess stock? Still guaranteed ROI

Even if you don’t have inventory concerns and your business is performing well, we can still help you achieve more. Whether you’re looking to reach new customers, keep pace with evolving consumer behaviour, or simply gain measurable, additional ROI from your marketing spend, Active has the solution.

We work alongside your media agency to execute your pre-agreed strategy and plan. Our involvement doesn’t compromise the quality or pricing of your media buys. The result? Guaranteed additional ROI and new incremental sales.

Seize the opportunity

For smart businesses across any category (retail, FMCG, travel, finance etc) willing to use their existing assets creatively, there are real ways to sustain, build, and grow your business.

The question isn’t whether you can afford to keep marketing. It’s whether you can afford not to.