“The old CPG machine is sputtering,” said Leonid Sudakov, President/Connected Solutions at Mars Petcare, a unit of one of the world’s largest consumer packaged goods manufacturers.
“Big brands are no longer relevant, and we need to find new ways to engage.”
But, Sudakov insists, “Big dreams are not just for small, agile startups. And our dream was easy to find.”
Flying right in the face of long-presumed best practices for CPGs, he continued, “One guaranteed path to oblivion is staying in what we call the ‘PowerPoint prison’ – talking to ourselves … and forgetting...