By Mark Ritson

Take last week as an example. Unilever’s CEO Paul Polman announced that his company would approach the new planning year with a “zero-based budgeting programme”. The marketing mediascape instantly went bonkers. Reports in the marketing press described the approach as a “belt-tightening move” and proof of “tougher cost controls” at Unilever. On Twitter an army of under-trained, over-loud marketing morons bemoaned the move as being “recessionary planning”, “cost cutting” and “causing agency panic”.

All total bollocks. I know it has ‘zero’ in the title but if you can take stock for a moment and not form an opinion in half Read full story ›

Source: Marketing Week