By Laurie Fullerton

Driving down costs has been a recurring theme throughout the marketing industry for years, but the edict has become more aggressive over the last 12 months, curtailing growth in the advertising sector and souring the mood at the upcoming Cannes Lions festival, according to Pivotal’s senior analyst Brian Wieser.

“This concept of zero-based budgeting or ‘forgetting about everything you did last year and look at everything from scratch’ tends to mean lower spending on marketing and paid media,” Wieser said in a recent interview with Beet TV.

While marketing procurement has long been in place with big brands, the Read full story ›

Source: The Drum