Hasta La Creative!

But McKinsey also listed plenty of positives about 3G, saying its affiliated companies provide an attractive setting for “high-performing individuals.” The document noted that brands slated for cost-cutting have had “minimal consumer backlash to date.” Sometimes brands get more media support under 3G, like Heinz-branded ketchup and condiments (with a new campaign, shown above), which increased spending from $2.3 million in 2013 to $15.7 million in 2014, according to Kantar Media.

3G did not respond to a request for comment by press time.

Cutting too deeply can risk harming a company’s “fundamental source of value,” such as organizational capabilities, said David Garfield, managing director and co-leader of the consumer products practice at AlixParners, a global business advisory firm. But “given all of the challenges in the marketplace,” including sagging demand, “just continuing on with business as usual, even with nips and tucks, is not going to yield sufficient breakout performance,” he said.

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