By Seb Joseph

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.

Speaking at the opening of WPP-owned Brand Union’s offices earlier this week (12 November), Sorrell said the cost squeeze was driven by procurement’s growing influence over the marketing function. He cited a client that has recently slashed their media spend with the group by half as an example of how “the balance of power” was shifting.

“Procurement has too much power. There’s too much short term thinking and Read full story ›

Source: Marketing Week