The real role of media in building and maintaining CPG brands had already digitally disrupted before the crisis. But many marketers took radical measures this year, from turning down much of their advertising to pivoting quickly to much different messaging. Meanwhile consumer media habits shifted just as radically. Many brands lost and won on "accidental testing" amidst scarcity. What will the new normal look like for media's role in CPB branding and sales? Which channels win and lose? What did we learn about consumers, the resilience of brands and the impact of advertising itself?

D2Cs to the left of them, private labels to the right of them, what are legacy brands to do? As retailers offer more premium private label alternatives to a consumer base that is much less brand loyal, national CPG brands have to thread a needle. Private labels are the fastest growing CPG segment, so what is the counter-strategy - to maintain loyalty and differentiation, to compete directly on price, on quality, on emotional connection?

CPG Media Buying
Marketing and Values-Centered Product
The Private Label Challenge

From Omega-3s to doggie chews, eyeliner to Sumatran coffee, a new generation of CPG sales models is meeting a new generation of Millennial buyers who can't be bothered by shopping lists and grocery store trips. The rise of "subscribing" to essential goods has been pioneered by a wave of D2C startups but taken up increasingly by legacy brands. If they proliferate, these models redefine older notions of brand loyalty, conquesting, media spend. What have we learned about the product categories that align with subscription, the consumers embracing them, the impact they have on marketing strategy?

The 800-pound gorilla just got bigger, and the COVID-19 crisis only accelerated Amazon's dreams of becoming the go-to source for packaged goods. Amazon has already been a multichannel force of nature for a CPG's e-commerce business, advertising opportunities, market testing, customer intelligence and more. How have marketer strategies evolved in recent months as buying patterns shifted online? What new opportunities has the crisis opened up for brand expansion, conquesting, merchandising? And what will a post-COVID-19 Amazon strategy look like now?

Learning from the DTCs
What is the Amazon Strategy?
Building the Better Data Strategy

What did we learn? What will never be the same? How do we pivot back to selling after months of simply serving?

The Next Normal for CPG Marketing After the Crisis
Women in CPG