P&G doubles down on innovation to combat ‘uncertainty’
The FMCG giant says it will invest in innovation and maintain advertising spend in response to economic “volatility”.
By Molly Innes
By Molly Innes
By Molly Innes
P&G on using AI to deliver ‘best possible value’ from ad spend
Niamh CarrollThe FMCG giant claims it ads are being tested and optimised in days versus weeks – and at a tenth of the cost – thanks to AI.
P&G: Innovation ‘sits at the heart’ of business growth
Niamh CarrollInnovation is the “primary enabler” of pricing for the consumer goods giant and remains a crucial component of its business growth despite being flat in its most recent quarter.
P&G on how it achieves ‘fundamental’ mission of growing its brands’ categories
Niamh CarrollWith many category-leading brands like Fairy, Ariel and Pampers in its portfolio, growing categories is vital for Procter & Gamble. The company combines consumer insight, innovation, advertising and distribution to grow its highly penetrated brands and their respective markets.
An effectiveness case for designing distinctive online shopping experiences
Dave JonesEcommerce sites often stick to boring templates, but there’s clear evidence for the commercial benefits of making them stand out from the crowd.
CPG innovation down 20% across Europe, study finds
Emily ManockDespite falling sales, the UK remains one of the leaders of innovation in consumer packaged goods across Europe.
How Boots took its healthcare marketing on a ‘transformative journey’
Amrit VirdiBoots’ new behaviour change campaign is aimed at getting consumers to see the retailer as the first port of call for their healthcare needs.
Ad-funded SVOD triples weekly reach as smartphone viewing overtakes TV
Grace GollaschAccording to a new IPA report, ad-funded SVOD services now reach 30% of adults each week, up from 11% in 2024.