WPP chief executive Sir Martin Sorrell has warned companies that the rush to “cut your way to growth” is handing too much power to procurement teams when it comes to advertising
budgets, a shift emblematic of marketers becoming “too quantitative and not qualitative enough”. Marketers are set to come under increasing cost pressures in 2015 as the likes
of Mondelez and Coca-Cola introduce new measures designed to breed
a more sustainable culture of cost-cutting.
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