Zero-based budgeting and Mars’s purpose stance: Your Marketing Week
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the latest thinking on marketing effectiveness to Mars’s CEO calling attacks on brand purpose “nonsense”, it’s been a busy week. Here is my take.
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Every week is effectiveness week on Marketing Week. Defining, measuring and communicating success is, or should be, the biggest challenge every marketer faces. This week has been particularly rich for the curious marketer wanting fresh thinking on this most universal of challenges.