Search by name, company, title, location, etc.

Simon Thorneycroft

Member since August 2016Contact Simon

Simon Thorneycroft is founder/CEO, Perspective: Branding, an independent, branding & packaging design firm based in San Francisco with a proven record of success working with snack food & beverage brands. The firm delivers brand strategy through commercially successful brand packaging design that challenges the category. Simon, began his career in London working for Landor. He worked on corporate identity, retail environments and ultimately consumer packaging where he has spent most of his career. In 1999 Simon moved to Landor San Francisco, where he led creative teams for Pepsico International, Suiza foods and Frito-Lay North America business. In 2003 Simon relocated to Spain as Creative Director in Landor's Madrid office. And, in 2005 Simon left Landor to found Perspective: Branding. Simon brings a unique global perspective to all his projects blending strategy with design to create powerful brands including: Pepsico, Campofrio, Kraft, Danone, United Bisuits, Telefónica, Suchard, Milka, Suiza Foods, Nestlé, Royal Numico, Knorr, Mike’s Hard Lemonade, Mission Foods, Wise Snacks, Whitewave Foods, Sugar Foods, Dymatize Nutrition, Ooma Telo and Chevron.

Articles by Simon All articles by Simon

  • Macro Trends In Snacking: A Seismic Shift Is Underway in Marketing: CPG on 04/19/2017

    America is a nation of snackaholics. Snacking is now more important than sitting down to three squares each day. How do we know that? Food Navigator told us earlier this year that "growing numbers of young people see no problem in swapping three daily meals for six substantial snacks a day." And the Hartman Group's "The Future of Snacking 2016" report found that 91% of consumers snack multiple times throughout the day and that, "snacking now accounts for half of all eating occasions as America's consumers say that snacking is essential to daily nutrition." We spend over $1 billion a year on snacks and that number is expected to increase by $35 billion in the next five years. As a nation, the snack trend is pointing nearly straight up.

  • The Future Of Snacking: What That Means For Marketers in Marketing: CPG on 02/15/2017

    According to Mintel, Millennials are more likely than any other generation to snack four times a day or, in many cases, more often than that. And 94% of Americans are snacking at least once per day. Snacking now accounts for 50% of all eating occasions and America's consumers say that snacking is essential to meeting their daily nutritional requirements.

  • Where To Invest 2017 New Product Marketing Dollars  in Marketing: CPG on 12/21/2016

    A recent Nielsen study, "Breakthrough Innovation Report," in the UK reveals just how good packaging design remains a successful way to impact consumers' decision making. This is key to remember when our marketing investment is pulled in different directions and new technologies and social media are vying hard for important time and dollars.

  • Look Behind The Meaning Of Craft Brands in Marketing: CPG on 10/19/2016

    We appear to be surrounded by brands and products that are looking and trying very hard to be identified as "crafted." Staged as a new idea, the irony is brilliant, given that many of these products or brands are actually just a slap-dash, jump-on-the-band-wagon replacement for an actually interesting piece of innovation. Marketers may be trying to tap into consumers' desire for authenticity, but if it's not genuine, they risk losing more than just sales.

  • 4 Ways To Become The Memorable Choice in Marketing: CPG on 08/17/2016

    Whether we love or hate grocery shopping, we all, likely, spend a lot of time in supermarkets and convenience stores. According to the Time Use Institute, the average shopping trip takes 41 minutes. Even though online grocer shopping is growing, a full 83% of shoppers feel the need to walk those supermarket aisles. And, we're not just shopping, we're scouring aisle after aisle for the best deals and sifting through an ever-growing number of products to find what we are looking for.

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.