Zero Based Budgeting (ZBB)

Save 5-15% of your media, content and digital budget with no negative impact on growth

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Alex Tait

Prior to launching Entropy Alex led the UK & Ireland Media & Marketing Services team at Unilever where he managed the Marketing Services team and was responsible for communications planning across their portfolio.


We’ve run the ZBB programme for various organisations including Unilever and Danone.


Zero Based Budgeting (ZBB)

We specialise in Zero Based Budgeting for all aspects of marketing communications – media, digital and creative and production.


What is Zero Based Budgeting?


Zero Based Budgeting is a method of budgeting in which all expenses must be justified for each new period. It gets its name from the fact that the budgeting process starts from a “zero base”, in effect what is sometimes called “bottom up” planning.

How it is applied will vary depending on the sector and nature of the business. We apply the principles to:


  • Creative and Production – ensuring the right assets are used to address your goals and market needs.
  • Media Planning – by developing the optimal media planning principles for the business.
  • Business Planning – reframing budget setting to deliver fewer, bigger and better campaigns.


What experience do we have with Zero Based Budgeting?


We’ve run the Zero Based Budgeting programmes for media and content for various brands, including Unilever and Danone. Whilst the broad concept is not new, the recent trend in the number of companies embracing Zero Based Budgeting was started by Unilever when it was quite public about adopting the approach in 2016. Our Founder, Alex Tait, led the Marketing Communications ZBB programme for the UK and Ireland Unilever business.


The FMCG / CPG sector was the most visible in adopting it but many other sectors and types of businesses have followed suit.


What are the benefits of Zero Based Budgeting?


Based on our experience, we firmly believe that embracing the principles of Zero Based Budgeting can save most brands up to 5-15% of their marketing communication budget with no impact on growth.


Brands often then choose either to use this budget as a P&L saving or to reinvest it to fuel growth.


We are happy to meet speculatively to put together the business case for ZBB. We are so confident of our ability to deliver significant impact to your P&L that we are entirely willing to work on a performance fee model.


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