For Smart Marketers, Zero-Based Budgeting Can Jumpstart Growth

So your company has decided to go the way of Unilever and "zero-base" its marketing budgets. You Google the term, and what you see gives you chills. For example, The Wall Street Journal calls zero-based budgeting "an arcane-sounding financial tool that slashes costs by focusing on details as minute as how to make photocopies."

Limiting photocopies? Seriously? Even the thought of such micromanagement is enough to send a marketing professional searching for new job postings on LinkedIn. And that's before you find out that this "cost-slashing" tactic has led to mass layoffs at companies like Kraft Heinz.

Read the rest of Giles’ article with AdAge here →