“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...
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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.
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