At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Nestlé upping marketing investment as it looks to restart growth to data revealing the majority of B2B marketers are being asked to do more with less, it’s been a busy week. Here is my take.
Achieving more with more
Nestlé is an interesting case study. Its recently installed CEO, Laurent Freixe, who took over in August, has been on the back foot over marketing spend since joining.
Numbers-driven analysts, tasked with assessing future profitability on behalf of investors, have questioned the approach of the previous regime – not for spending too much, for a change, but not enough.