Coca-Cola marketers will be asked to justify spending on all new brand activity rather than use budgets being based on the previous year’s spend.
The move is in
response to Coke’s media investments in the second quarter, which chairman and chief executive Muhtar Kent admitted “underperformed compared to the [available] opportunities” such as
the World Cup. He said it would implement the zero-based budgeting initiative to marketing as well as across the rest of the business at the start of 2015.
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