A call for smarter investment, not less

By Mofeoluwa Awe

“Get more done with less.” This phrase, once a symbol of ingenuity and efficiency, has by 2025 become a synonym for persistent under-resourcing, particularly in marketing. Marketers are being asked to stretch every campaign, idea, and platform until there is nothing left to pull. This is because budgets are shrinking and standards are rising. The truth is, though, that productivity without investing isn’t a plan; it’s merely a means to survive. And staying alive isn’t growth.

What if what we’re spending our money on is more important than how much we’re paying?

The Cost of Cutting Corners

Marketing starts to lose value when brands view it as a cost to cut rather than a tool to drive growth. This loss of value doesn’t show up in reports very often, but its effects are profound:

Brand value goes down: This results from a lack of consistency. Messages get less clear, leading to a loss of trust.
Skill wears off: Agencies and clients are losing trust in creative teams, and marketers are slowly leaving the profession.
Short-term wins overshadow long-term growth: Brands that are too focused on immediate results miss out on crucial strategy, image building, and culture development.

On paper, this might all look “lean.” But over time, it costs a lot.

Rethink Investment, Not Just Spend

We should never spend more, but we should be more mindful of how we spend our money. This is an example of a better investment:

Choose classics over trends: Instead of following every new platform or idea that gains popularity, invest your money in platforms and messages that help people remember and understand.
Spend money on your team as well as your tools: AI is great, but technology is just noise if skilled people do not run it. Empower people to think, write, plan, and create.
Keep brand and efficiency in check: Building a name and getting people to buy are not mutually exclusive. Plan your budget for both, keeping in mind their due dates and jobs.
Change from measurements to speed: Along with views and clicks, you should also look at company health, public opinion, and support. We can’t always count the things that matter.

In Nigeria and Beyond: The Opportunity is Now

In rapidly growing countries such as Nigeria, underinvestment in branding may stifle what might otherwise be explosive growth. Consumers here are youthful, mobile-first, and well-versed in compelling stories. If your message is not remembered, it becomes invisible.

Successful local companies are not just “doing more with less.” They’re investing in the areas that matter most: deep cultural awareness, long-term creative relationships, and community development, rather than solely focusing on conversions.

The “more with less” way of thinking needs to go away. Clever marketing doesn’t mean forcing people to buy. It has to do with order. It’s not about saving money. It’s about making worth grow over time. Because in a world full of hacks and quick fixes, the only way to grow is to be patient, clear, and dedicated.

Be smart about your investments. Or you could disappear.