Though shopper marketing only recently entered the marketing mainstream, most CPGs recognize that it’s an important move away from short-term trade marketing to a more strategic marketing approach designed around […]

“Ready – set – repeat!”…that seems to be the mantra of many shopper marketing teams as they methodically award funding to retail accounts with grandfathered budgets and “anniversaried” programs. While running […]

Media agencies are being forced to restructure their operating models as consumer goods companies launch enterprise-wide cost management and zero-based budgeting programs that demand transparency into planning, spending and performance. […]

Dynamic market conditions are pushing consumer goods manufacturers to design more agile structures and capabilities in order to stay ahead of the game and fuel organic growth. One of the […]

Marketing spending has traditionally represented nearly $225 billion in annual expenditures by CPG manufacturers – 19.5% of total sales. While this figure has remained relatively static for the past 10 […]

With forces like 3G pushing CPGs to examine costs, revenue growth management is a hot topic today in the consumer goods industry. One of the key areas CPGs are putting […]

Retailers and consumer brands deploy promotions every day in the form of circulars, coupons, FSI’s, direct mailers, digital offers and more. While promotions are becoming better personalized and more multi-touch, […]

Funding of shopper marketing and trade promotion is increasing, but with varied results, putting the pressure on shopper marketers and trade promotion managers to be performance-based. To achieve this, a […]