An “Advertising” Cure For CPG’s Ills
I just read, “2 Saatchi Alums Vow To ‘Clean Up’ CPG” in MediaPost. These ex-Saatchi guys vow to help clean up CPG’s big needs per the article …
“As the consumer packaged goods (CPG) industry continues to experience sharp declines in sales, two former Saatchi & Saatchi senior global executives, Vaughan Emsley and Cliff Francis, are launching Clean Up On Aisle 7, a new consulting firm to help CPG brands be more effective, responsive and agile in today’s changing landscape.”
Why Is The Idea Of This New “Consulting Agency” So Smart?
5 Big Reasons.
- CPG is in bad shape. Overall purchases of consumer-packaged goods in the U.S. declined 2.5% in unit terms in the first quarter, according to Nielsen.
- Volatility sucks. There are “probably more sources of volatility today than at any other time in history,” P&G Chief Financial Officer Jon Moeller said Wednesday in a call with reporters.
- CPG companies have been rather slow to adapt to the new world of digital marketing and consumer shifts. They need some speed.
- Clean Up On Aisle 7 (a cute name but a bit lengthy) aims to go directly at these major client pain points.
- Clean Up On Aisle 7’s management has the history and ecperience to deliver smart thinking. “Previously, Emsley served as the global client leader for all Publicis Groupe agencies working on P&G brands, while Francis worked as the former worldwide creative director for P&G brands at Saatchi & Saatchi.”
OK, One More Smart Point – For Your Agency.
Clean Up (a shorter version as I am sure they will be known) stands out from the huge pack of advertising agencies and consultants that do not have a well-defined positioning, a bold reason for being and a hard to ignore sales proposition.
A new company dedicated to curing the ills of CPG meets a clear need and… stands out.
They are unignorable.