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.

Contact us via the firm below to find out more. However, before you do so hear from some of our clients. We can provide more references on request.

  • "GDPR is a tough subject to understand but Entropy’s full day workshop was informative and made clear what was expected of us in order to be compliant. The scenarios really helped us to apply GDPR to our own situation and business. I would recommend Entropy to any company that’s looking to gain not only a broader understanding of GDPR, but its implications for their business.” Holly Hall, Managing Director, BIMA (British Interactive Media Association)

  • “Alex Tait has been very involved with ISBA on a variety of issues at the forefront of our agenda over the years, most recently as an advisor and previously as chair our Digital Action Group and valued member of our Executive Committee.” Phil Smith, Director General, ISBA – The Voice of British Advertisers

  • “I wanted to thank you for your support through our Zero Based Budgeting project. Entropy have provided very effective and hands-on support. You have been a fantastic addition to the team in the past few months and brought invaluable media expertise. It has been a pleasure working with you. A big thanks from all of us.” Emmanuelle Grimbert, Marketing Director, Danone


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