• MARKETING: CPG
    4 Ways to Get Shoppers to Actually Shop Your Holiday Video Ads
    A jar of spaghetti sauce or a bag of chips might not be the ideal Christmas gift, but CPG brands have a major opportunity to shine during the holidays. It's basically in their DNA to simplify consumers' lives and give them easy access to what they need, which is exactly what they'll be looking for as they begin planning holiday meals and preparing for a windfall of out-of-town guests.
  • MARKETING: CPG
    Getting In The Box: Why CPG Brands Should Be Leading The Meal Kit Delivery Trend
    As more and more Americans are turning to delivered kits for their meal planning needs, you've probably seen some news coverage featuring one of the many fresh meal kits or prepared meal delivery options such as Blue Apron, Plated, Hello Fresh and similarly, celebrity chef David Chang's "Maple" service. The number of providers and subscribers of such services has steadily been on the rise in recent years, and, if it continues, it could mean trouble for CPG brands.
  • MARKETING: CPG
    Meeting Liquid Expectations: Marketing's Varied And Growing Role In The Digital Path To Purchase
    CPG companies are improving their understanding - and adoption - of digital disruption. Today, companies across the sector are developing integrated, cross-channel strategies to stay relevant in an increasingly interconnected world. And this adoption is timely, as digitally disruptive technologies and business practices continue to elevate the competitive stakes for companies that want to keep pace with rapidly changing consumer behavior.
  • MARKETING: CPG
    Who Represents Your CPG Brand Best?
    In a recent get-away to South Beach Miami, I was sitting by the pool only to be distracted by dozens of cellphones snapping pictures of someone who I thought was Justin Bieber. It wasn't, and I had no idea who he was. I searched on Instagram and Twitter, and found a fan following. They shared this celebrity's location and, lucky me, we were staying at the same hotel.
  • MARKETING: CPG
    Why Many CPG Marketers Are Nervous About Online Grocery
    Online grocery shopping has been around for a while. We all know names like Peapod, FreshDirect, Instacart, and AmazonFresh. But now Walmart enters the arena with its Grocery Home Shopping. While still in testing, the concept will likely expand to a near-national footprint in a year or two. In a flash, shopping for groceries on our phones rather than in physical stores will become massively mainstream.
  • MARKETING: CPG
    The Rise Of Story
    I got into the advertising business because it seemed like one of the few industries where stories counted for something. And I didn't have a lot of skills beyond being one of the few people I knew who actually liked reading Dickens, Dostoevsky and Garcia Marquez.
  • MARKETING: CPG
    The Art Of Making An Impact Through Video Content
    A recent study published by eMarketer showed that CPG brands, according to Vidoeology, own the lion's share of impressions on YouTube. To a lot of marketers, this might be an indication that video is the way to drive awareness of their products. But according to Sizmek's data, CPG was among the lowest of more than a dozen industries in terms of engagement. Knowing this, should CPG brands even bother?
  • MARKETING: CPG
    6 Trends That Are Driving CPG Innovation
    Future CPG innovation and marketing success relies on identifying and leveraging signals that represent opportunities for action. While most signals are brand-specific, and often based on proprietary product development initiatives and marketing activities, broader trends can sometimes be gleaned through the analysis of market research reports. Through the first half of 2015, analysis of CPG research from firms such as Deloitte, Accenture, Forrester, Kantar, PWC, Nielsen, and IRI, to name a few, has identified six trends that are driving the near future of the CPG sector: Convenience; Portability; Environmental Impact, Health Consciousness; Value; and Specialization. By embracing these trends we ...