Use of digital, mobile is growing -- particularly among younger cohorts -- of course. But print volumes still dwarf digital, even though the number of print coupons distributed is dropping.
"Constructive disruption" -- including shift toward in-house ad creative -- is capstone of strategy finally moving the sales needle for P&G, according to COO.
In physical stores, private label product sales increased by $7.9 billion over the last three years, and now represent 17% of CPG sales.
CMO Bibie Wu reports a 25% YoY hike in Del Monte's marketing budget among the factors supporting a slew of new, non-canned products.
Among his tips: Leverage retailer data to understand your customers and their shopping habits, and adapt products and marketing accordingly.
Jeff Harmening is driving results with a stress on consumer marketing, as well as new products, portfolio change, and cross-channel distribution.
Tapping Amazon's potential requires sorting through its metrics and their relation -- or lack thereof -- to those of other new retail media platforms.
Amazon strategy pros agree it's "beyond critical" to integrate marketing teams, other functions to optimize this complex, evolving platform.
51% of 2018's most successful launches came from small companies, but big CPG makers are learning to use AI, deeper insights for "smart launches."
With a massive data hub and a digital army using AI to glean consumer insights, Unilever is hitting home runs with market-specific new products.