By Seb Joseph

PepsiCo’s decision to axe its procurement marketing team is emblematic of marketing’s status within business slowly shifting from being seen as a cost to being used as a growth driver.

Number crunching will now be done by the snacks brand’s marketers, who will be able to refer to a procurement manual should they need to.

And while champagne corks are likely flying across the rooms of PepsiCo’s agencies following the announcement, it doesn’t mean budgets will now flow readily into campaigns. Rather, it will bring the two opposing forces [KMcQ1] together in a way that ensures investments are steered by financially adept Read full story ›

Source: The Drum