The short version

Les Binet predicted on October 8, 2025: “Marketers' bias toward narrow targeting and digital performance media over brand building risks leading to a 'death spiral' of budgets, campaigns and profits all getting smaller and smaller.” Verdict: Too early to tell. Filed for tracking. Success test: whether brands that over-rotate to performance media show shrinking budget/profit trajectories in IPA databank follow-ups.…

Prediction by

Les Binet

On October 8, 2025

“Marketers' bias toward narrow targeting and digital performance media over brand building risks leading to a 'death spiral' of budgets, campaigns and profits all getting smaller and smaller.”

Follow-up

Filed for tracking. Success test: whether brands that over-rotate to performance media show shrinking budget/profit trajectories in IPA databank follow-ups.

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