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Diageo Says Zero-Based Budgeting Already The Norm

Diageo, which owns brands such as Johnnie Walker, Smirnoff and Guinness, is implementing zero-based budgeting (ZBB) for the first time this year as part of wider plans to be more “cost conscious”, which includes forming “deeper partnerships” with fewer marketing agencies. The strategy was introduced in July for the start of Diageo’s new fiscal year.

Read the whole story at Marketing Week »

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