'Delivering the goods: FMCG brands on TV' took place on Thursday 12th March.
FMCG businesses are experiencing a wide range of disruptive pressures; from the changing patterns of demand in the global marketplace, cost volatility of materials, growth in own label and online grocery providers, to the rise of the conscious consumer, voice technologies and direct to consumer entrants.
Effective communications will have a critical role to play in successfully navigating the challenges and opportunities that come with this for marketers. Our event delivered the inside track, with the opportunity to learn from FMCG TV success stories; explore category benchmarks for effective advertising, and indulge in the creative driving these businesses.
An overview of the FMCG sector Kerry Corke, Global Media Director at Kantar - Worldpanel Division, gives us an overview of this rapidly transforming sector, exploring the opportunities and challenges that lie ahead for established brands as well as new entrants to the market.
The drivers of FMCG effectiveness
In this fresh exploration of the IPA Databank, adam&eveDDB’s Group Head of Effectiveness, Les Binet, tells us which advertising strategies have proved the most effective in FMCG…and which have not.
Advertising Done Proper
Dom Dwight, Marketing Director at Taylors of Harrogate, presents the story behind Yorkshire Tea’s proper successful brand and media strategy.
What does advertising success look like in FMCG marketing?
Matt Hill, Research and Planning Director at Thinkbox, talks us through the FMCG findings from ‘Profit Ability: the business case for advertising’ and its successor, ‘Demand Generation’, which builds on this multi-award winning study. What level of profit returns should FMCG businesses expect from their media investments in the short and long term? And what’s the optimal media mix for a given budget? All is revealed.
Laundry Against Landfill
Tobey Duncan, Head of Planning at Uncommon, delivers a deep dive into their dramatic new campaign “Laundry Against Landfill” starring rapper Professor Green, and their decision to take the eco-pioneer brand back on to TV.
FMCG panel
Nadine Young, Managing Director at Starcom UK, and Nick Hirst, Executive Strategy Director at adam&eveDDB, discuss and offer advice for advertisers and agencies on how new and established FMCG brands can get the best out of their communications. Hosted by Lindsey Clay, CEO of Thinkbox.