How PZ Cussons rediscovered its marketing chops | WARC | The Feed
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How PZ Cussons rediscovered its marketing chops
FMCG firm PZ Cussons has moved away from price-dependent trade marketing, to prioritise the growth of key brands and build profitability across its portfolio, a strategy that holds critical lessons for other large brands.
Why it matters
Companies and their brands can get stuck in ruts of underinvestment, which lead to serious growth problems over the long term. A serious consideration of how brands and marketing work, along with a simplification of processes and partners, cannot only improve growth but help to make the case for better and more effective investment.
Takeaways
- Reduced mental availability can leave brands trading on...
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