• MARKETING: CPG
    Rethinking CPG Brands For A More Fluid Age
    Until recently, CPG companies could rely on a time-tested formula to create brand loyalty: provide a trusted, competitively priced product and then invest in advertising and in-store promotions to grow consumer mindshare.
  • MARKETING: CPG
    The Biggest Trends To Rethink Going Into 2017
    Every day a new article comes out boasting that this will be the new year of Augmented Reality or Live Video, and by now most CPG brands have finalized their 2017 activation plans. While we wait to see which of the top trends work for the new year, let's take a moment and reflect how we can improve our approaches for executing some of these trends.
  • MARKETING: CPG
    Understanding The Fickle Adult Beverage Consumer
    Many of us will head to the grocery store this holiday season to pick up a few items and, inevitably, that includes grabbing beer, wine or a spirit product. We have our list in hand and a pretty good idea of what we're going to buy. But something happens to 21% of us while in the store: We change our mind.
  • MARKETING: CPG
    Where To Invest 2017 New Product Marketing Dollars
    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.
  • MARKETING: CPG
    How CPG Marketers Can Spark Engagement Post-Holiday Gift Season
    It's shaping up to be another shiny and bright shopping season. A recent Gallup poll indicates that Americans will spend an average of $752 on gifts this holiday season, while Deloitte's 2016 Holiday Survey reports that those holiday dollars will yield an average of 14 gifts per shopper. The survey also shows that intended holiday spending on health and beauty aids and cosmetics and fragrances continues to climb. Candy and food purchases should also see an uptick, according to The National Retail Federation. After this flurry of activity, how many shoppers will come back to your brand? In the last ...
  • MARKETING: CPG
    Is CPG Advertising Boring The Industry To Death?
    Ten years ago, the partners at our ad agency did an offsite meeting to plan our future. We were small and scrappy and talent-laden, but like the vast majority of agencies, we lacked any real point of differentiation.
  • MARKETING: CPG
    2017 The Year of Consumer Content Experts
    Attention Marketing grew out of the rise of social media and smartly suggests that rather than interrupting the consumer and using SEM, SEO, banner ads, mobile ads, etc., brands have an opportunity to utilize social media to capture consumer's attention and channeling this attention to the brand's products when the consumer has a genuine interest in buying.
  • MARKETING: CPG
    To Montage Or Not To Montage?
    Advertisers have been producing montage-style commercials for decades. Ads that are scenes with different people, of different settings, or at different times, edited together in a way that conveys a brand's message to consumers. Though this format has been around for a while, it remains one of the most challenging to execute in a way that breaks through.
  • MARKETING: CPG
    Harness Social And Online To Influence Mom's In-Store Purchases
    There's no question the path to purchase is nonlinear, especially for moms. Moms seamlessly zigzag through various channels and media all the way to the checkout line. For many years, in-store shopper marketing was limited to initiatives such as store signage, displays or promotions to drive sales at the point of purchase. While these tactics are certainly still effective, moms no longer rely on just the latest end cap.