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A Tale of Two Charge-Offs: Kraft Heinz vs. WPP

A Tale of Two Charge-Offs:  Kraft Heinz vs. WPP

Author

Michael Farmer photo

Michael Farmer

Publish date

March 20, 2019

Channel

Madison Avenue Makeover
7 9

Kraft Heinz recently took a charge-off that shocked investors and led to a share price decline.  At about the same time, WPP took a charge-off that reassured investors and led to a share price rise.  What's going on here?

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Michael Farmer photo

Michael Farmer

MediaVillage columnist Michael Farmer is the author of Madison Avenue Manslaughter: An Inside View of Fee-Cutting Clients, Profit-Hungry Owners and Declining Ad Agencies (Third Edition, 2019), which won four publishers' awards for excellence in marketing… read more

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