Vistar, A PFG Company’s Post

A brilliant talk by Mark Kirkham and Mauro Porcini of PepsiCo at Cannes Lions International Festival of Creativity on 'The Human Side of Growth'. My key take-out? Human-centricity means we must widen the lens to see the whole human and then sharpen the lens to get granular. Both spoke passionately about how PepsiCo has embraced seeing people as humans - not just consumers. As we say at Brand Genetics, 'You're a consumer of a brand for a fleeting moment, but you're human 100% of your life'. Too many businesses zoom in on the so-called 'moment of truth' - purchase and consumption. However, true insight lies in understanding the human journey leading to that choice and the underlying goals. By uncovering human motivations and the human jobs-to-be-done, we can discover richer, deeper opportunities. Mark and Mauro both spoke to how how being truly human centric could unlock growth by helping brands become more creative, more innovative and more experiential. They made a compelling case. Mark and Mauro showed that being truly human-centric can unlock growth by making businesses more creative, more innovative and more experiential. They made a compelling case for the power of people in love with people. #HumanCentricity #CannesLions #BrandGenetics #Creativity #Innovation #Marketing

Thank you all 7 months ago, I took the decision to get back on LinkedIn to share publicly our Firm's point of view after 3.5 years of LinkedIn silence Over those last 7 months: - We published 9 articles and 250+ posts across a wide range of FMCG CEO topics (2022 results, H1 results, M&A, DTC, EB2B, Ecommerce, Emerging Markets, Organic Growth, Plant-Based) - This content cumulated ~3 million views - We started a newsletter (FMCG CEOs: Managing For Growth) that crossed this week 10,000 subscribers and that is currently growing at 3,000 subscribers per month - I received 1000+ thank you/ encouragement personal messages On behalf of the team, I would like to take the time to thank everyone (from Clients through friends to professional acquaintances) for your engagement, your kind messages & amazing support. It is really humbling & that really matters to us Often, people (especially Partners at other strategy consulting Firms) ask us why we give so much away, why we share so much. Our response is always the same: Our purpose & passion is to co-create the future of the FMCG industry, one client at a time. We cannot change a 7 trillion USD sell-out industry only through delivering strategy consulting work. We just cannot. No one can. But our thought leadership maybe can foster the right discussions. That is our compass Last but not least, I would like to thank the whole Frederic Fernandez & Associates dream team that have been doing a stellar job. Those have been the real stars: Nikhil Taneja Bartek (Bart) Burkacki Tripti Chadda Akhil Taneja Danylo Shcherbyna and... Julia Kinner We have no plans to stop & we cannot be more excited by what is ahead Exciting & decisive times To subscribe to our CEO newsletter: https://lnkd.in/eR8vDpvE #fmcg #cpg Nestlé Procter & Gamble The Coca-Cola Company AB InBev PepsiCo Mondelēz International L'Oréal Henkel Reckitt Lindt & Sprüngli Bel Mars JDE Ferrero Coty The Estée Lauder Companies Inc. The Kraft Heinz Company Danone Hero Group Haleon Kenvue Unilever The HEINEKEN Company Essity Pernod Ricard Diageo Coca-Cola HBC Coca-Cola Europacific Partners

Have we met…? 😅 Hello to my new connections and nice-to-see-you-again if we are connected for a while now. Allow me to (re-) introduce myself, and then, I'm eager to learn about you too... A little bit about me: My name is Henrike and as chances are high that you might not be able to pronounce it, I called my Business “The Marketing Unicorns” – so you can remember for sure! I've spent over a decade learning the ins and outs of Marketing at Jacobs Douwe Egberts (Coffee), Danone Nutricia (Baby Food) and a Strategic Marketing Consultancy. Following, I jumped into Marketing Leadership positions at Heartland (American FMCG scale-up) and TIP (Truck and Trailer Leasing). And now, I am working as Fractional CMO, meaning I serve multiple clients, on part-time basis. What I can do for you: ✅ Creating your Marketing strategy ✅ Guiding your Marketing & Coms activities ✅ Training you and your Team to use LinkedIn as business tool What I can not do: ❌ Sitting still and relax ❌ Using the formal German ‘Sie’ ❌ Doing the same thing repetitively ❌ Drinking bad coffee pretending I like it ❌ TikTok and X – they are just not my thing… But apart from that, I am easy to work with, I bring positivity and quite some knowledge to help you grow your business. 🚀 Now, your turn: Tell me about something you're not very good at 😉 #Business #Marketing #Management #Strategy #Human

In the dynamic world of marketing, brands have a crucial responsibility to harness creativity effectively. As AB InBev Global CMO Marcel Marcondes shared at Cannes Lions, building brands is akin to a marriage—an equal 50/50 partnership between clients and agencies. Trust, risk-taking and nurturing these relationships are key to delivering exceptional creative work. At AB InBev, creativity is not just for show; it has a clear mission. Through their CreativeX initiative, they train marketers worldwide to "ask for creativity" and evaluate results. Formalising this process ensures they don’t rely solely on a few talented individuals but leverage a structured approach for continuous innovation. Let's embrace creativity not just for creativity's sake but with a purpose, delivering real value and making a meaningful impact. Discover more about the mantra at AB InBev here: https://lnkd.in/eVKfUzc5

In a lot of ways, 2023 has been defined by recurring conversations about the "evolving" role of the CMO and its continued relevance. My opinion? The more things change, the more they stay the same. If anything, there's been an evolution in everyone else's understanding of, (and if they're smart, deference to) The essential ways effective CMOs create, steward, and reinvent the kind of sustainable competitive advantage that can't easily be replicated. If the rest of the c-suite has learned anything from this year's biggest stories, it ought to be that great collections of products don't become and/or remain category-leading brands without a savvy marketer at the helm, whatever you decide to title them. (Chief Commercial Officer? Head of Marketing? Anything goes 😉. Take your pick!) In a way nothing else accomplishes quite as consistently, the right marketers and marketing create an alchemy that deftly combines the best of art and science, and those who do it best don't shy away from either. I recently had the pleasure of expounding on my thoughts with Bailey Calfee and Campaign US. You can read more here: https://lnkd.in/grAQZCmx (PS I also had the pleasure of attending the fabulous 1-day AdweekX conference last week during which this came up a number of times...more on that to come!) #cmos #evolution #marketing #leadership #2023trends #responsiblemarketing

This week a senior CMO left one of the leading companies in the world after 17 years. I am talking about Todd Kaplan. He left “PepsiCo” this week after 17 years. It was mainly he who put this company on the top. And this wasn’t a small task. There was a great challenge to PepsiCo in the form of its competitor companies. But still Todd managed to put PepsiCo above all of them. Here’s how he used the ‘Challenger Brand’ mindset to make this possible: You must have heard of the famous Greek phrase ‘Know thyself’. That’s what the “Challenger brand” mindset is. It comes down to truly knowing → Who you are → Where your brand stands → ⁠What it believes in and → ⁠How your brand shows up within your internal organization’s culture Those are the core things you have to understand. Once you understand this, knowing and competing against your competitors becomes easier. And that’s how PepsiCo then competed against other companies. And not just competed but led them as well. P.S: Are you focusing on “Challenger Brand” ?

History shows that the first brand to establish itself in consumers' minds typically secures double the long-term market share compared to the second brand, and four times as much as the third. These dynamics are difficult to alter, as seen with Coke versus Pepsi in the cola market. If a market leader isn't first in a new category, the same principle applies. The majority of benefits go to the leader. Without a compelling reason to switch, consumers tend to repurchase the same brand. When two brands are equally matched with no clear superiority, winning the sales leadership battle in a single year can often ensure long-term dominance for decades!

🚀 Join House of Brands Powerhouse 🚀 My journey in business development and marketing has been a blend of strategic innovations and relentless pursuit of excellence. Here are some key highlights from my career: - *Transformative Leadership*: As the VP of Marketing and Business Development, I spearheaded strategies that drove a 350% increase in revenue over four years, managing a turnover of 2.3 billion NIS annually. My role involved leading cross-functional teams and driving significant market growth through innovative product development and strategic market implementastion. - *Award-Winning Projects*: Honored with the prestigious Effie Platinum Award in 2017 for outstanding brand introduction strategies at Shufersal. This recognition was a testament to my commitment to excellence and ability to achieve remarkable business breakthroughs. - *Global Impact*: At Henkel International, I directed marketing efforts across 28 countries, significantly increasing sales and market penetration. My strategic insights and innovative approach have consistently driven growth and efficiency. ### *What I Offer to My Clients Today:* 🌟 *Strategic Business Development*: I help businesses navigate complex market landscapes and unlock growth opportunities. My strategies are tailored to drive market penetration, optimize operations, and achieve sustainable growth. 🌟 *Marketing Innovation*: Leveraging the latest in AI and technology, I design and implement cutting-edge marketing strategies that resonate with consumers and drive brand loyalty. My focus is on creating compelling narratives that connect and engage. 🌟 *Product Development and Launch*: From concept to market, I guide businesses through the entire product development lifecycle. My expertise ensures that new products meet market needs and exceed consumer expectations, leading to successful launches and sustained sales growth. Feel free to connect with me to explore how we can collaborate and achieve new business breakthroughs together! #BusinessDevelopment #MarketingStrategy #BrandInnovation #LeadershipExcellence #ProductLaunch #OperationalEfficiency #ConsumerInsights #GlobalMarketing #PrivateLabelSuccess #StrategicGrowth #BusinessBreakthroughs

Stanley’s cup went from 74m to $750 million in revenue in four years by co-creating with their customers. The marketing savviness of great brands is the diversity in their GTM. Brands should leverage other vehicles by which the message is not only reaching new people but done in a new context to be in full control of each customer’s buyer’s journey from first contact to closing. As it provides new opportunities to bring new people into the brand and into the idea. Brands are not owned by the company; they are stewarded by the company, but they are co-created by the people. And if you invite people in to co-create value, to co-author the narrative, they’ll take you places where you’ve never been to and do things you can never do. After all, people trust people more than any form of marketing communication (Marcus Collins). And at Velara we're thrilled to be training large foundational models to spearhead this same approach for brands like British Airways, Green Chef and HelloFresh. And hopefully looking forward to on board Air Peace Limited, Simmer, allplants | B Corp™ and The Foodhak. Ultimately to increase and cement their brand awareness with their customers, generate positive word-of-mouth marketing and potentially reach a wider audience. 

Do you also struggle with knowing what you should do…versus actually doing it? 😩 Maybe it’s eating right, or working out, or making progress against your annual goals. I do! It’s called the say/do gap, and most consumers and key stakeholders struggle with this, too. Last week I attended the 3BL Network Effect hosted at Mondelēz International HQ in Chicago. The focus was trends impacting CPG brands specifically around health, sustainability and innovation. A lot of good nuggets for anyone involved in marketing with or working for CPG companies, but there were a few takeaways that any of us in the marketing/communications world can sink our teeth into: 🗨 Say/Do Gap. Friction often stands in the way of success between knowing what we should do, and then actually doing it. Make it easy for consumers to make better choices…and show them how their choices fit into the bigger picture. 🔬 Lean into science…but in a relatable and interesting way. Make science sexy! Fun fact--people trust/tech more than companies and CEOs right now (Edelman Trust Barramoter). ➡ Fail forward. We’re all going to have some stumbles in our journeys but stumble in the direction of progress and learn from those fails. Don’t be afraid to share setbacks with consumers--they want to know you’re trying especially around sustainability. 💡 Think differently. Innovation can mean a lot of things so zoom out and consider strategic bets that consider the consumer and what they really want and need--use innovation to bring them joy. #communications #People #Planet #Profit #Innovation #SayDoGap #marketing #communications (Thanks for a great session 3BL and Mondelez. Can't wait until the next one!)