By Seb Joseph

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 and added it would take time for the marketing investments “to flow back into benefits”.

It is part of series of operational changes being prepped for next year to Read full story ›

Source: Marketing Week