Spinach’s Miranda said client confidence now “fluctuates between being cautious and somewhat paralysed”.
“The cost-of-living crisis and margin squeezes mean ROI scrutiny is intensified, and every dollar spent is being interrogated,” she said. “This paralysis happens when marketers are forced to defend long-term brand support in a room demanding short-term visibility and performance.”
She added that marketers are increasingly being pushed to reframe their role internally, positioning marketing not as a cost centre, but as “the central nervous system of the business”.
