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I think the changing face of CPG marketing has been driven
by a number of things over time.
But it's been accelerated by the recession.
So there's a lot more focus over time and within the last
year on what return you're getting for your marketing
programs. And how are you driving top line sales.
I think what that's forcing is a relook at not only are
things efficiently distributed from a marketing standpoint,
but are they effective.
Are they growing the top line?
Because the reality is, if you're not growing the top
line, and you're just managing your cost a little bit better
you can't get there from here.
You can't get out of the downward spiral by just
managing your cost better.
So your marketing programs have to
be much more effective.
And the only way they're really going to be more
effective is if they're more relevant to the consumer.
That's where the changing face of CPG marketing is going.
It's really an evolution from a discussion of efficiency to
one of effectiveness.
And that's what I've seen over the last few years.
I think a lot of that change is being fueled by the
pressure on just sales, the pressure on top line sales.
You have a number of folks in the CPG industry who, for the
first time in the last year or two have seen
organic growth slowing.
That is not happened in quite a while.
And I think it's forcing a reevaluation of what's going
on with their marketing spend.
Additionally, consumers have changed.
Most brands and categories have points of market entry
where folks come in and out of categories.
That has been called into question for every brand
because of the recession.
So every consumer is saying, do I need to spend the money
to have this brand living in my life?
So that brand equity equation has been called into question
more often.
And that is fueling a lot of change.
Both from a consumer standpoint and then from a
client standpoint and how they market.