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CFO Brew // Morning Brew // Update
Prepping for tariffs requires a proactive mindset.

Hello, and welcome to Wednesday. Snack food giant Mondelez has reportedly offered to buy Hershey. If the merger goes through, the companies would have combined sales of about $50 billion. We don’t even want to know what the combined calorie count would be.

In this issue:

Tariff defenses

Wish list

Active measures

Courtney Vien, Graison Dangor, Alex Zank, Natasha Piñon

RISK MANAGEMENT

Global tariff reactions

Dilok Klaisataporn/Getty Images

After Donald Trump promised a 25% tariff against Mexican and Canadian products, CFOs who import and export goods from those countries are trying to figure out how to manage the risks under the president-elect’s system of tariffs-as-bargaining chips.

They have a lot of developments to keep up with. Trump recently expanded his targets for export duties to any country that drops the dollar as a reserve currency.

Regardless of where these negotiations land, here’s what CFOs need to know about how other countries are reacting (or plan to react) to potential tariffs.

(Uh-)Oh, Canada. First, our neighbors to the north. Canadian Prime Minister Justin Trudeau pressed his country’s case at Mar-a-Lago in late November, the AP reported. With 77% of its exports going to the US and the country more reliant on trade than most countries, the stakes for Canada are incredibly high, but so far Trudeau’s government has taken a more conciliatory tone toward Trump’s proposals, trying to address his concerns and not highlighting the potential to respond with tariffs of its own.

Click here for more on how other countries are responding to possible tariffs.GD

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ACCOUNTING

CFO tax review

Francis Scialabba

Lobbyists at the Association of International Certified Professional Accountants (AICPA), which represents 597,000 finance and accounting professionals globally, have their list of priorities ready to discuss with the 119th Congress, which begins on Jan. 3, 2025.

Melanie Lauridsen, VP of tax policy and advocacy at AICPA, recently shared the organization’s 2025 congressional lobbying priorities with CFO Brew, and the focus is on tax policy tweaks, Internal Revenue Service funding, and disaster tax relief.

Taxman. Why not start with something universally loved and unobjectionable, like…the IRS? Gutting the tax-collection agency and rolling back IRS funding allocated in the Inflation Reduction Act are common rallying cries from Republicans.

Lauridsen said the IRA funding allocated for ensuring that large corporations and wealthy individuals pay taxes is “critical and important,” but so is improving service and technology. According to the IRS, the money it got from the IRA to help the agency maintain “an adequate level of service” will run out in 2026. If Republican lawmakers do opt to defund IRS enforcement, they should think about moving that money to service improvement and new tech instead of simply taking it all back, Lauridsen said.

“We would like to see a reallocation of that money versus a clawback of that money,” Lauridsen said.

For more on AICPA’s lobbying priorities, click here.AZ

Macy's activist investor

Alexandrefagundes/Getty Images

Some things just go together. Milk and cookies. Fire and ice. Macy’s and activist investors.

Barington Capital has secured a position at Macy’s, the struggling department store chain, and wants the company to cut spending and analyze its real estate portfolio, the Wall Street Journal reported Monday. Barington’s new position was revealed to Macy’s shareholders in a PowerPoint presentation.

That’s the fourth activist push at Macy’s in the last 10 years, according to CNBC.

Activist investor Barington, together with real-estate investment firm Thor Equities, said in a press release that the Macy’s board “lacks the knowledge, vision, and desire to extract maximum value from its real estate assets,” which the two groups estimate to be between $5 billion and $9 billion.

In addition to a proposal that the retailer create a real-estate subsidiary, the groups are also urging Macy’s to cut its capital expenditures to between 1.5% and 2% of its total sales (from 4% at present), as well as repurchase at least $2 billion to $3 billion in stock in the next three years. The groups also want Barington and Thor representatives added to Macy’s board.

To keep reading, click here.NP

Together With Insperity

FP&A explainer

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Companies use FP&A for effective planning and growth. Mastering these skills will help you guide your business more strategically.

Find out more

MARKET FORCES

market forces chart

Francis Scialabba

Today’s top finance reads.

Stat: $1.3 billion. That’s how much TikTok claims creators and small businesses will lose in just one month if it’s shut down. (CNBC)

Quote: “We are pretty confident that this is not going to create any regulatory issues.”—Omnicom Chairman and CEO John Wren, on a planned takeover of Interpublic that will create a $20 billion advertising behemoth. (Wall Street Journal)

Read: Some British organizations—including a law firm—are piloting a four-day workweek. Here’s how it’s going. (New York Times)

Dynamic duo: When CEOs and CFOs work together, huge things happen. To help you ace this essential relationship, Oracle NetSuite and Oana Labes put together a business guide that can level up your CEO-CFO game.*

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