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New advances in consumer insights are disrupting creative processes, inspiring product and marketing leaders to re-think their approach to launching new-to-world FMCG brands.
With the evolving technology in marketing including access to on-demand consumer insights now available at our fingertips, product leaders can test ideas at every stage of the creative journey.
How can re-thinking the role of research transform creative approaches?
What influence should intuition have on innovation processes?
And crucially, what does this mean for the future of brand origination?
At the first of the Ideally World event series, Simon Pound – Managing Partner at ventures and innovation studio Previously Unavailable – will host a panel of FMCG and brand leaders to discuss changing approaches to product marketing and innovation in 2024.
Why brands must crack culture to survive
The relationship between culture and consumers has shifted. In a world of media fragmentation, waning attention spans and increasingly complex competitive environments, brands face a critical challenge. How do they extend beyond traditional targeting and into mastering the art of cultural fluency—understanding and leveraging the cultural currents that shape consumer preferences and behaviours?
By drawing on unique research tailored to this event, Example’s Head of Strategy, Chris Loukakis will reveal actionable approaches for beverage brands to redefine their path to purchase in 2024, demonstrating how cultural integration can fuel brand discovery, and growth in an era marked by continuous evolution and fragmentation.
Chief Strategy Officer – DDB Sydney
Fran has two decades experience as a brand strategist in creative agencies including Saatchi New York, Mojo NZ & Australia, McCann Australia and DDB. She sits on the Australia Effies steering committee and is a board member of the Advertising Council Australia. In 2023 she was recognised at the B&T Women in Media Awards as strategist of the year.
Global Innovation Leader
Pete has spent his career focused on using creativity to unlock business challenges largely inside creative agencies in London, Sydney, Melbourne and San Francisco. He was responsible for leading senior client relationships with the likes of Unilever, Nestle, Visa, Ford and Mars and for WPP he led agencies in Australia and the US. He oversaw WPP’s global agency relationship with Treasury Wine Estates and in 2020 he moved in house. In his role as Director Global Innovation he was charged with developing new brands, beverages and experiences and bringing them to market on a global scale for the Treasury Premium Brands division.
Co-Founder – Abel
Nicole is the Co-founder of Abel, an agency and award-winning Creative. She started her career as winner of the Young Lion award and then won at every major award show since.Abel has built relationships with SBS, Redbull, Just Eats, F45 and many more. She cares about creating ideas and having a good time doing it
Head of Innovation – Carlton & United Breweries (Asahi Beverages)
Ben is a highly experienced Executive within the FMCG, Retail and Luxury sectors. He harnesses the power of creativity and pairs it with deep multi market, category and consumer expertise to drive commercial outcomes. Ben was at the forefront of premiumising Vodka and Whisky, establishing RTD in many markets, and has resurrected numerous leading global brands across many roles within Asahi, Bacardi Martini, Inchcape, PSA Groupe and Diageo.
Drinks Culture Specialist – Coruscent Co/Diageo
Emily is a food and drinks industry marketer with a passion for creating memorable experiences with hospitality at the heart.
A drinks culture and global industry specialist, Emily has worked in the beverage industry for +25 years, focused on premium and luxury brand sales and marketing, designing and executing global and local advocacy platforms leveraged for brand benefit.
Chief Creative Officer – M&C Saatchi
Current M&C Saatchi CCO and ex Meta Head of Creative Shop, Steve has 20+ years experience producing world-class advertising for brands in Ireland, Australia and the UK. Named ADMA's Australian Creative of the Year 2016, he is also proud to have won the inaugural Cannes Creative Effectiveness Grand Prix for the Walkers 'Sandwich' campaign, a campaign that helped him rank in Campaign Magazines ‘Top Ten UK Creatives’.
As ECD at Havas Worldwide Australia, he led an agency that had never been awarded at Cannes to 12 Lions in two years, a coveted Black Pencil at D&AD, and Campaign Brief 'NSW Agency of the Year' 2013.