Is ZBB, which is gaining traction among advertisers, another excuse to slash and burn?
Zero-based budgeting. The very term has a ring of austerity about it redolent of belt-tightening, job losses and slashed marketing spends.
Unilever, the world’s second-largest advertiser, spending $8.3 billion in 2014, is the latest big player to shake things up by announcing the implementation of a ZBB approach.
Some believe that could mean more short-term agency/client relationships and agency business coming under threat as so-called ZBB sparks more pitches by clients seeking to drive down costs.
ZBB is a method of budgeting in which all expenses must be justified for each new period. Budgets are t
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