We need a new ‘third way’ to set marketing budgets

“Some may say that it’s not a disaster and thus better than feared – we’re not yet in that camp.” That was the gloomy verdict from Goldman Sachs analyst Ken Goldman as he surveyed the latest results from struggling food giant Kraft Heinz last Thursday.
It was another dire week for Kraft Heinz, in a year of dire weeks that has seen the company’s share price fall by a third. Last week, there was more disappointment as Kraft Heinz reported weakened sales, a furth