Yes, ZBB gets employed merely to slash budgets. However, argues the founder and CEO of TrinityP3, marketers should not necessarily be fearful of the process itself, which can provide value if used properly.
Felix Richter and Tim Gordon take over as co-chief creative officers.
Consulting giant's digital marketing services arm is now as big as Interpublic.
Why the Accenture/Droga5 deal means ad people should become even more like ad people.
"Every single person in our office signed up to a turnaround story. There’s quite a huge appetite for ongoing transformation. It’s not like we were at a steady state anyway."
The acquisition puts a renewed emphasis on creativity in marketing, industry experts say.
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