Budget
In a Nutshell
A budget is the financial resource allocated for a campaign, production, or communication work. In theory: a resource. In practice: the ceiling that determines how big the idea can grow.
What It Really Means
The budget is the invisible boundary of creative work. In the presentation, everything seems possible. At the execution stage, the budget says what can actually be done.
Good work can be done with a low budget. But expecting big production with a low budget is not realistic.
In agencies, budget is often a topic whose discussion gets postponed. First the big idea is requested, then comes the question: "can we solve this more economically?"
The budget doesn't have to kill the idea. But if not discussed realistically, it wears the idea down.