CMO: Zeroed in on growth – the impact of zero-based budgeting
Posted at h in Media & Digital, Talk
“Zero-based budgeting can give marketers the tools to be more commercially driven and reallocate spend in dynamic new ways. But could it also make us more short-term thinkers?” CMO’s Nadia Cameron discusses and talks to Kantar Australia Head of Media and Digital, Mark Henning.
// Read the article (page 48)