The NOW Gen

Brands

The New Value Proposition Agencies Must Offer Now

Beautiful and creativity are important in your marketing strategies, but the value proposition you offer needs to speak louder. In this fast-paced world, consumers are looking for the best they can get, and the first option in front of them. In this episode, our guest Gabriel Schmitt, Co-Chief Creative Officer at FCB New York, spoke with our host, Francisco Serrano, about creativity and value proposition. The multiple award-winner shared with us the importance of listening to your customers in creating trends. And having fun in what you do. Listen to this episode full of incredible advice.

Guest

Gabriel Schmitt

KEY POINTS:

  • Cannes Lions International Festival of Creativity.
  • Brazilian advertising.
  • Imagination vs Reality.
  • Persuade with creative messageSs.
  • Value Proposition.
  • What Agencies must offer NOW.

RELEVANT QUOTES:

” I think even harder is not to be reactive though. And to, instead of reacting to what’s going on in pop culture is to really shape pop culture.”

“You really need to be akin to what the trends are and what it’s not bubbling it up, or it’s bubbling, but it’s not above the surface yet.”

“I think that you start having a conversation with the audience that is more interesting because sometimes they didn’t know they wanted to have that conversation with a brand. But if you start that, you jump ahead, we end up creating trends, which is great. “

“To me, it’s all predicated on partnership. I think the more space you give to the relationship, and the more you make sure the agendas are aligned the more you’re gonna get to amazing results.”

“It’s a fine line between making sure people are engaging the message and not having fun with the message.”

PepsiCo Labs: Faster, Stronger, Better through Tech Innovation

Innovation, start-ups, and the everchanging consumer’s expectations are challenges the NOW Generation brands are experiencing. In this episode, Jenny Oh, GM of PepsiCo Labs, tells us about everything that they are doing to integrate new technology from dynamic and innovative tech startups to launch one of the world’s best-known CPGs for the future. From looking for solutions, and having quick trials, to understanding data that allows them to find the best fit for their consumer needs. Her conversation is delightful and filled with knowledge. Listen to this episode to learn more about her approach to life and work.

Guest

Jenny Oh

KEY POINTS:

  • Her role in Pepsico Labs.
  • Emerging Tech Solutions.
  • Constantly changing consumer demands and expectations.
  • Using data to effectively target your audience.
  • Brand innovation.
  • Having fun in what you do.

RELEVANT QUOTES:

“So just to explain, in a nutshell, what we do at PepsiCo labs, in my role, we’re all about bringing in emerging tech solutions, really focusing on startups that solve critical business problems for Pepsi.”

“One key area is enabling our business to respond to, you know, the constantly changing consumer demands and expectations.”

“If you think about a company like PepsiCo and the areas where consumer expectations and demands are evolving, I think you can kind of think about it in three buckets. One is around our product. The second bucket is around our brands. And then the third one, which increases by the day, is around, kind of social values.”

“So with the wealth of data out there, consumers more and more wanna be spoken to in a way that resonates with them. And so if we can use that data in an effective way to provide you the content that you want, I think that’s another effective way and tools that we’ve brought in to enable personalization at scale.”

“And I think brands like Pepsi need to test and learn. Now, I think we’re at the stage now in the hype cycle where we can test and it doesn’t have to be, you know I think people are forgiving of certain misses at this stage.”

“We go out looking for the solution and while things are quickly evolving, some of the things that we look for are building competitive advantage and building an advantage that is sustainable for some period of time. So, you know, while there may be hype around certain things, we wanna make sure that it’s a solution.”

“I actually consider it successful that we don’t let every company that we pilot get through to scale up because that would not be a workable model.”

“And I think traditionally CPG companies have thought about innovation as in, okay, what products are we putting out there, but with the quickly changing piece of technology today, it’s really and again, kind of on that point, technology is no longer just in the realm of it. So it’s really every single, as you mentioned, every single area of our business is touched by this culture of innovation.”

“I think the other part has been having fun in our roles, which is kind of novel in some ways, I think you have fun in your role. And everyone on my team super loves what they do. So I think that enthusiasm carries through every time we start a program and we partner up with our different business partners.”

The NOW Gen, Craft Spirits, and Personalization

The exponential growth the spirit industry experienced after the pandemic has made brands like Eastside Distilling innovate and grow into spaces they never thought of reaching. Their Chief Branding Officer, Janet Oak, talked to our host about the challenges, innovation, sustainability, and the e-commerce frenzy in this episode. Her experience and passions show throughout this interview, just like it does in her brand. Helping the world become a better place is one of her biggest passions. Listen to Janet’s expertise in cultivating loyalty and finding sustainable options to improve a brand’s products. Changing the market for spirits and revolutionizing the way we drink by offering constantly evolving personalized experiences.

Guest

Janet Oak

KEY POINTS:

  • From trend hunter to chief brand officer.
  • Becoming an unapologetically original brand.
  • The pandemic drove the distillery market to become a ready-to-drink market.
  • Sustainable and “on the spot” innovation.
  • E-Commerce challenges on distilleries.
  • Building brand loyalty on shared values.
  • Mentoring as a passionate leader

RELEVANT QUOTES:

“We know that the market is crowded. And so we need to do things to stand out, to find white space opportunities, but we also know that consumers are demanding unique experiences and need products that they can’t get anywhere else.”

“So we did quite a bit of work around what makes Portland Oregon unique because really that is where we were grown and that’s where we are. And we landed on the idea that actually Portland is unapologetically original. And so that is the way that we think about all of our products and brands.”

“So, especially during the pandemic when the bars were closed and consumers needed drinks that were convenient, a drink that’s premade in a can is highly convenient and that’s what drove that trend. But now spirit-based ready to drink are overtaking sort of those malt-based ready to drink. So people want the full spirit experience in a can.”

“Direct-to-consumer has grown quite significantly in the spirits business, but e-commerce is quite challenging because it is a three tier distribution system.”

“Well, I mean, as you said, this is a generation that’s very fickle, they’re onto the next thing. You know, first everything it’s explosive growth and then they’re onto the next thing.”

“So a way that we see building loyalty with consumers is to build them on shared values. We know that this generation votes with their dollars, they stay away from companies that don’t support the things they believe in.”

“That’s why things like sustainability are really important. It’s a value that we know people care about. And it’s something that we’re very passionate about. I personally am very passionate. I’ve spent a lot of time thinking about how we can spend corporate dollars to make the world a better place and also share returns and drive business results.”

“Be authentic, because people can see through it, and you know, don’t cause-slap or greenwash is what people call it, like really authentically commit to the causes that you care about and make sure that those causes are aligned with the single most important thing you want to say about your a brand.”

“We used to say in the advertising business, you know, if you try to be everything to everyone, you end up being nothing to nobody.”

Innovation and Brand Portfolio Strategy

What is the advantage of Eduardo Vivas, an ex-salesman in the marketing world? First, he has the eye to see an opportunity to connect with the consumer directly at the point of purchase, learn about the market and not only hear but see in action all the strategies and make decisions, remembering every time goes faster and faster. No brand should miss out on portfolio strategy; otherwise, consumers won’t find relevant brands for them.

Guest

Eduardo Vivas

KEY POINTS:

  • How was the moveed of sales department to marketing.
  • Understand what sales are telling you about.
  • How to deliver against that location with the right portfolio strategy.
  • NOW Gen get actually buying power.
  • The consumers are open to trying very new and different experiences to engage deeper with the brand.

RELEVANT QUOTES:

“Consumers are looking for brand while it is important for them.”

“The only thing that is constant is change and the change, every time goes faster and faster”.

“Look at the consumer and don’t be afraid to test. Don’t be afraid to learn and, and understand what the consumer will tell you, um, and go sometimes with those things and optimize as you learn”.

“You have to segment the market, you have to understand what are the locations that you are going after. After those locations, you have to understand how to, how to deliver against that location with the right portfolio strategy.”

Brand Purpose and Engaging Marketing Strategies for The NOW Gen

Client engagement is essential for any brand, but it should always come with solutions. Jos Harrison, Global Head of Brand Experience and Design at Reckitt, tells us all about connection. His experience in different industries, from interior design to consumer packaged goods, has given him a broad understanding of this matter. Jos also talks about the way brands manage to connect with people on The NOW Gen and create a meaningful purpose and connection between them. This episode is full of invaluable insights and great tips.

Guest

Jos Harrison

KEY POINTS:

  • From the interior design industry to the CPG and OTC industry.
  • Delivering solutions is of more importance than engagement.
  • Engagement needs to have an inner reason than just connecting.
  • Brand-consumer engagement comes from understanding their needs.
  • Changes in the creative industry are the most rewarding.

RELEVANT QUOTES:

“I don’t think there’s such a thing as a low engagement category. If we are asking people to hand over their hard-earned cash, uh, in exchange for a product or service, then it’s simply not that engagement. You know, it’s, it’s something that we, we as brand owners have to respect. I think we’ve got to deliver solutions that, um, that can engage with people all the way through their journey.”

“The purpose has to sit at the heart of the engagement between the brand and that that end user because if it doesn’t have a reason to exist why would I buy it? Why would I engage with it? I have hundreds of choices plus I can choose to find my own making a solution myself necessarily.”

“Everyone is managing their own individual brand platforms.”

“I think that demonstrating your empathy with the person that’s trying to solve a problem can come in 70 different ways. And that’s what tends to generate those little moments of gratification, because that person feels that you actually care as a brand. You prepare to take action based on that.”

“The constant changing is always massively and refreshing. And I think anyone in any creative industry probably feels that same constant refresh of the challenge, which is brilliant. I would have to say that the work I do now is by far the most rewarding.”