The existential FMCG challenge: We are all in this together

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Presentation transcript:

The existential FMCG challenge: We are all in this together Martial Rolland

The new reality of FMCG At the high end Consumer shift away from big brands At the entry level Private labels & promo pressure on brands

-12% 2 years +2.6% Growth is scarce and resource is tighter than ever REAL DISPOSABLE INCOME* NEGATIVE RETAIL SALES FOOD INFLATION** -12% 2 years +2.6% * Dynamics 2017 vs 2015 ** August 2017, YoY

The world of advertising has changed Print Age TV Age Digital Age Product Benefit Rational Appeal Brand Building Emotional Appeal Personalized Experiences Emotional & Rational Appeal

Technology brings opportunities POWERED BY Technology Technology brings opportunities Technology brings CHALLENGES Precision targeting Fragmentation Consumer insight Data overload Analytical rigor Operational complexity

We need both MEDIA ENGINES TO WORK Brand building equity / Mass reach Personalization / Direct Response

INNOVATIVE CAMPAIGNS IN DIGITAL AND CONTINUE TO DEVELOP THEM GLOBAL LEARNINGS: DIGITAL & TV ROI INNOVATIVE CAMPAIGNS IN DIGITAL 3 sec online video Unaided Brand Awareness 12pts Top of Mind Brand Awareness 16pts * Various markets Source: Analytic Partners, Marketing Mix Modelling

> Billions < Millions Our long term health BRINGS revenue FOR MEDIA PARTNERS. COST & EFFICIENCY ARE KEY FOR OUR HEALTH > Billions Big Brands AD SPENDS < Millions ‘Craft’ Brands AD SPENDS

THANK YOU