“Marketers can dramatically cut their budgets, without hurting the prospect of sales” explained Danny Meadows-Klue in his annual keynote address to the FuturAd media conference. “For too long, marketers have simply taken last year’s plan and made minor adjustments. The tight budgets of today’s landscape demand a radical reappraisal of the way brands create their connections with customers. By analysing the customer journey and focussing budgets where they create the most impactful connections in driving sales, marketers can rebuild their models in a way that will not only survive recession, but create leaner marketing strategies for the brands that emerge after.”