Most marketing budgets are divided before they are decided. Channel owners negotiate for resources, agencies advocate for their own disciplines, and the result is a fragmented spend that optimises for each channel in isolation while destroying value at the system level.
The single biggest driver of wasted marketing spend isn’t poor creative, inadequate targeting, or wrong channel selection. It’s fragmentation. When strategy, creative, media, and analytics are managed by separate teams with separate briefs and separate success metrics, the result is almost always the same: disconnected activity, diluted brand, and poor return.