WPP points the finger at ZBB as the most important factor driving cuts in WPP's agency revenues -- cuts that have taken 35% off WPP's share price from its 2017 high. Leading industry analyst Brian Wieser identifies ZBB as a major factor suppressing holding company organic growth, along with other factors like increased contract scrutiny. ZBB is the flavor of the month. Mention ZBB to an ad agency and watch the panic. "Here it comes! Another excuse to cut fees!"
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.