• by Larissa Faw , October 11, 2017

As the consumer packaged goods (CPG) industry continues to experience sharp declines in sales, two former Saatchi & Saatchi senior global executives, Vaughan Emsley and Cliff Francis, are launching Clean Up On Aisle 7, a new consulting firm to help CPG brands be more effective, responsive and agile in today's changing landscape.

The 25 largest food and beverage companies have already lost billions of dollars in market share in recent years, according to consultant shop A.T. Kearney.

“Pondering is not an affordable practice in an industry that pivots on the words ‘fast moving’,” says Emsley, asserting his agency will identify creative and branding problems faster and more efficiently than others.

Aisle 7 works via three-to-five day onsite and virtual workshops to help CPG brands address "purpose, positioning and campaign challenges."

The founders say the new agency is guided by several principles. Brands must remain “relentlessly relevant” and attuned to how it fits into people’s lives.

Also, brands need to discover customers’ true motivations and the creative process requires a collaborative approach in which the client is fully involved and "existing knowledge and equity are both respected."

Previously, Emsley served as the global client leader for all Publicis Groupe agencies working on P&G brands, while Francis worked as the former worldwide creative director for P&G brands at Saatchi & Saatchi.