Tom Smidts

Heineken excels as the most consistent brand thanks to their appearance in the Top 30 for the last five years! 🍻 Their forward-thinking approach extends beyond traditional beer, embracing innovations like offering Heineken 0.0% beer. This adaptability allows them to stay relevant and meaningful in a rapidly evolving market. 👉 Download the full BrandZ report to Explore Heineken's journey to the top! https://lnkd.in/efbjyDGf #Heineken #BrandLeadership #InnovativeThinking #BrandZNL2024

1

In a world of "hyper-crisis" of inflation and geopolitical tensions, Dutch brands have risen, powering our economy with stability and growth. With a 10% rise in value this year, these brands are not just surviving—they're thriving, outpacing the general economy. This proves that strong brands are more crucial than ever. Interested in discovering which Dutch brands are leading the charge? Download the Kantar BrandZ most valuable Dutch brands 2024 report now. Don’t miss out on the insights that could shape your strategies! https://lnkd.in/efbjyDGf #BrandZNL2024 #DutchBrands #BrandGrowth #BrandValue

9

1 Comment

In a world of "hyper-crisis" of inflation and geopolitical tensions, Dutch brands have risen, powering our economy with stability and growth. With a 10% rise in value this year, these brands are not just surviving—they're thriving, outpacing the general economy. This proves that strong brands are more crucial than ever. Interested in discovering which Dutch brands are leading the charge? Download the Kantar BrandZ most valuable Dutch brands 2024 report now. Don’t miss out on the insights that could shape your strategies! https://lnkd.in/dGfYAqEY #BrandZNL2024 #DutchBrands #BrandGrowth #BrandValue

2

Curious about the protein transition? 🤔 As more people ponder their impact on the planet and their health, attitudes towards protein sources are evolving.   Our latest multiclient report in Belgium and the Netherlands is here to guide you through the transition! Dive deep into shopper insights with us as we explore knowledge, attitudes and behaviours shaping the protein landscape. From understanding current trends to anticipating future expectations, we cover it all.   Are you ready to embrace the shift from animal 🥩 to plant-based 🌰 proteins?   👉 Contact me or your CPS contact person and sign up for the study before April 26th in order to fully understand the protein landscape of tomorrow!   #FMCG #ConsumerPanelServices #proteintransition

12

🥁 … Unilever’s first half results are in!   Quarter on quarter improvement in volume and strong gross margin (GM) improvement. Our Power Brands, marketing investment and innovation are driving the growth with volume growing in 4 out of 5 of our Business Groups. A big thanks to our dedicated Unilever teams.   📈 Underlying sales growth of 4.1%, with volumes up 2.6%   ⚡ Our Power Brands - producing around 75% of our turnover - continue to lead growth with 5.7% USG and volumes up 4.0%   💡 Brand and marketing investment up 180bps to 15.1%, focused on Power Brands   🛒 Turnover increased 2.3% to €31.1 billion   Find out more here: https://lnkd.in/gz8ABh_e   #UniquelyUnilever #UnileverResults 

271

21 Comments

The moment of truth is when the shopper picks your product from the shelf to put it in his caddy. Join our Webinar for the latest trends & inspiration from the best performing brands.

1

Heineken excels as the most consistent brand thanks to their appearance in the Top 30 for the last five years! 🍻 Their forward-thinking approach extends beyond traditional beer, embracing innovations like offering Heineken 0.0% beer. This adaptability allows them to stay relevant and meaningful in a rapidly evolving market. 👉 Download the full BrandZ report to Explore Heineken's journey to the top! https://lnkd.in/dGfYAqEY #Heineken #BrandLeadership #InnovativeThinking #BrandZNL2024

2

Saving the best for last ... my final Shoptalk Europe 2024 takeaway: The retail media revolution, coming to a market near you: in the US, #retailmedia spend is already on par with TVC spend. Here in Europe, it’s only 1/10th the size, but growing fast (15% CAGR) given its close relation to online #marketplace expansion and retailers recognizing its ability to transform their economics as an incremental revenue stream (i.e., at 60-65% EBIT margin, it can more than double current grocery margins of approx. 1.6%). For brands, purchasing and using this data across digital and shopper marketing initiatives will soon become table stakes – what they do to turn this data into true insight to understand and predict behavior remains to be seen. Again, thanks to Ben Miller and the entire Shoptalk team for a powerful, insight-filled 3 days in Barcelona. Looking forward to the next one!   Interesting companies we met:  Amazon Web Services (AWS),  Zitcha, Walnut Unlimited

71

5 Comments

“Dead Fish In a Box” Early in my marketing career, I worked on the Van de Kamp’s frozen seafood brand.  A venerable & well-known brand, but perhaps not the most prestigious or glamorous in the world. After all, how cool is marketing fish sticks compared to an iPhone or a Tesla or even a Nike shoe… you get the idea. But I’ve never been one to care much about flashiness and it turned out to be an outstanding experience that has shaped the rest of my career. From a professional perspective, I learned a ton. Most importantly I got in-depth exposure to every area of the business, including manufacturing & supply chain, distribution, finance, sales, forecasting, R&D, market research, advertising, and strategic planning. In short, I learned the business inside & out and how to think like a general manager rather than just a marketer. Grateful to Tom Ellinwood and Rich Berry for your leadership and mentorship then. In today’s challenging & uncertain economic times, it has also got me thinking about the value of those solid (and unflashy) brands and companies overall. Within the CPG industry there are hundreds of them; good, established brands that have been around for decades if not longer. Like Van de Kamp’s, they first & foremost fulfill consumers’ needs with quality products. In addition, they sustain thousands of jobs which support countless families, not just at the company, but also for the farmers, fishermen, suppliers, truckers, factory workers, brokers, ad agencies, research firms, etc., up & down the supply chain. Beyond an income, those people can enjoy social & psychological benefits including dignity, purpose, and a sense of belonging. Not to mention the volunteer efforts and charitable contributions that steady companies typically make in their communities. You may argue that most companies are far from perfect in everything they do, and you’ll get no disagreement from me. But, here’s to the steady and unglamorous brands. Even those just selling “dead fish in a box”. #CPG #BrandManagement #Leadership #FMCG #Insights #Brand #Gratitude #Pillsbury #GeneralMills #VandeKamps #Marketing #ConAgra #Nestle #Campbells #Kelloggs #KraftHeinz

38

13 Comments

Yes, #PrivateLabel continued to outperform Branded products in 2023. But there are signs of a slowdown with PL share flattening in the US and slowing in Europe. For the full analysis of #FMCG industry trends and changing channel dynamics watch our latest #webinar led by Thomas Smith. Click the link below to access 👇 https://lnkd.in/eKd6rCEm Worldpanel by Kantar

12

A superb week at the 71st Cannes Lions International Festival of Creativity, where I had the pleasure of sharing some ground-breaking results from #Reckitt’s #GenAI pilots, demonstrating its immense potential to transform our marketing and operations.   Key takeaways from these pilots:   -GenAI is a game-changer for new product development, with its ability to transform unstructured data into insightful new ideas and marketable concepts. Early findings showed that by using GenAI, teams can reduce concept development time by up to 60%, whilst significantly improving quality.   -GenAI can stimulate creativity and produce advertising content more efficiently. By using GenAI to adapt assets for full funnel use and localise them between countries, we found an approximate 30% reduction in the time needed to adapt and localise ads, with increased consistency in asset quality.   -GenAI takes the drudgery out of repetitive tasks. Findings showed that time spent on everyday tasks such as a post-campaign media analysis, could be reduced by up to 90%, with the quality improving two-fold.   GenAI will transform our operations in a variety of ways, but ultimately the end goal is to help us deliver long-term value for the business and our stakeholders. Thank you to our outstanding Reckitt teams and partners for driving these innovations and creating long-term value for our business.    Filippo CatalanoBastien ParizotElaine RodrigoBecky VeranoSameerNicolas de Bellefonds Yotam Ariav   #CannesLions2024 #Innovation #GenAI #Marketing #Leadership #FutureofWork #Reckitt https://lnkd.in/dEW7YCne

371

38 Comments

Cecile Beliot-Zind, 𝗖𝗘𝗢 𝗼𝗳 Bel, 𝗶𝘀 𝘁𝗵𝗲 𝗳𝗶𝗿𝘀𝘁 𝗴𝘂𝗲𝘀𝘁 𝗼𝗳 𝗼𝘂𝗿 𝗚𝗿𝗼𝘄𝘁𝗵 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢 𝗣𝗼𝗱𝗰𝗮𝘀𝘁 𝗖𝗲𝗰𝗶𝗹𝗲 𝗶𝘀 𝘁𝗵𝗲 𝗖𝗘𝗢 𝗼𝗳 Bel, 𝗮 €𝟯.𝟲𝗯𝗻 𝗿𝗲𝘃𝗲𝗻𝘂𝗲, 𝗳𝗮𝗺𝗶𝗹𝘆-𝗼𝘄𝗻𝗲𝗱, 𝗴𝗹𝗼𝗯𝗮𝗹 𝗛𝗲𝗮𝗹𝘁𝗵𝘆 𝗦𝗻𝗮𝗰𝗸 𝗰𝗼𝗺𝗽𝗮𝗻𝘆 𝘄𝗶𝘁𝗵 𝟭𝟮,𝟬𝟬𝟬 𝗲𝗺𝗽𝗹𝗼𝘆𝗲𝗲𝘀 & 𝘄𝗶𝘁𝗵 𝗮 𝗽𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼 𝗼𝗳 𝗶𝗰𝗼𝗻𝗶𝗰 𝗯𝗿𝗮𝗻𝗱𝘀 (𝗧𝗵𝗲 𝗟𝗮𝘂𝗴𝗵𝗶𝗻𝗴 𝗖𝗼𝘄, 𝗕𝗮𝗯𝘆𝗯𝗲𝗹, 𝗚𝗼 𝗚𝗼 𝗦𝗾𝘂𝗲𝗲𝘇𝗲, 𝗲𝘁𝗰.) 𝗧𝗵𝗶𝘀 𝗳𝗶𝗿𝘀𝘁 𝗲𝗽𝗶𝘀𝗼𝗱𝗲 𝗵𝗮𝘀 𝗶𝘁 𝗮𝗹𝗹:  ⚫An authentic CEO ⚫A personal leadership journey from dreaming of becoming a ballet dancer to becoming a CEO ⚫A purpose-led FMCG company with a singular path that has been going through an accelerated strategic transformation (category & market footprint, divesture & acquisitions, strategic partnerships) ⚫An objective view on alternative protein categories & on our Food system ⚫A much needed strategic take on Sustainability & how to turn it into a long-term source of competitive advantage ⚫A honest discussion on what remains the largest strategic taboo in the FMCG industry ⚫A refreshing perspective on gender diversity & what it takes to close the gap ⚫What it means to play an infinite game ⚫Plenty of replicable learnings for most in the FMCG industry ⚫The overall discussed in a very candid & detailed way (1h40 duration) This was one of those exchanges that felt like it only just got started Thank you again Cecile for this candid & warm exchange. I thoroughly enjoyed it 𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿 𝘁𝗵𝗲 𝘁𝗲𝗮𝘀𝗲𝗿 𝗼𝗳 𝘁𝗵𝗶𝘀 𝗳𝗶𝗿𝘀𝘁 𝗲𝗽𝗶𝘀𝗼𝗱𝗲 𝗯𝗲𝗹𝗼𝘄 𝗧𝗵𝗲 𝗳𝘂𝗹𝗹 𝗲𝗽𝗶𝘀𝗼𝗱𝗲 𝘄𝗶𝗹𝗹 𝗯𝗲 𝗿𝗲𝗹𝗲𝗮𝘀𝗲𝗱 𝘁𝗼𝗺𝗼𝗿𝗿𝗼𝘄 𝗮𝘁 𝟵 𝗮𝗺 𝗖𝗘𝗧 𝗼𝗻 𝗼𝘂𝗿 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿 (https://lnkd.in/ea4gy65y) 𝗮𝗻𝗱 𝘄𝗶𝗹𝗹 𝗯𝗲 𝗮𝘃𝗮𝗶𝗹𝗮𝗯𝗹𝗲 𝗮𝗰𝗿𝗼𝘀𝘀: - 𝗬𝗼𝘂𝗧𝘂𝗯𝗲 (https://lnkd.in/eXXnmHtC) - 𝗦𝗽𝗼𝘁𝗶𝗳𝘆 (https://lnkd.in/et9rbcQC) - 𝗔𝗽𝗽𝗹𝗲 𝗣𝗼𝗱𝗰𝗮𝘀𝘁 (https://lnkd.in/er7HSdnz) To ensure the interview is easy to watch, it will be broken down in thematic chapters of ~10' 𝗘𝘅𝗰𝗶𝘁𝗶𝗻𝗴 𝘁𝗶𝗺𝗲𝘀 𝗔𝗯𝗼𝘂𝘁 𝘂𝘀: FF&A solves the most complex strategic problems of the world largest FMCG companies across Corporate Strategy, Organic Growth, Digital RTM (Ecommerce, DTC and EB2B) and M&A. 14 out of the world 20 largest FMCG companies are repeat Clients (https://lnkd.in/dc6jY4Qp) #fmcg #cpg The Coca-Cola Company PepsiCo Procter & Gamble Unilever The HEINEKEN Company Danone Carlsberg Group AB InBev Henkel Reckitt Haleon Opella Bayer | Consumer Health Kenvue Bel Mars Ferrero Mondelēz International Lindt & Sprüngli JDE Peet's Keurig Green Mountain, Inc. Keurig Dr Pepper Inc. Inc. Campbell's General Mills Kimberly-Clark Essity Diageo Pernod Ricard Campari Group L'Oréal The Estée Lauder Companies Inc. Coty Beiersdorf https://lnkd.in/dpQjv_Jf

137

3 Comments

Its not just brands that lose buyers, the average category loses 1 in 3 buyers year-on-year. Not surprisingly, as with brands, the level of leakiness is closely related to the purchasing frequency of the category: In frequently purchased categories (more than ten occasions in a year) 1 in 7 buyers does not rebuy in the next year, whereas in infrequently purchased categories (less than five occasions in a year) just more than half of the buyers return. Read the full article from 👉 https://lnkd.in/eUJCNkFB Worldpanel by Kantar #consumerbehavior

5

📢 Exciting News 📢 Ipsos Belgium is excited to introduce Strategy3, our new advisory and consulting business. Ipsos Strategy3 merges the analytical precision of traditional consultancy with the profound insights of market research to assist you in developing distinctive growth strategies. #IpsosBelgium #Strategy3 #Advisory #Consulting

18

A few months ago, our GenAI marketing pilots uncovered some impressive results - reduced concept development time, improved idea quality, faster localizing of adverts. In my piece in Fortune, I explain how these efficiencies will free up time for Reckitt marketers to focus on the strategic, creative, and most productive elements of their role.   And with its potential to make many roles much more meaningful and fulfilling, it’s not just marketing departments who can benefit from GenAI.  It is energizing for teams - and the individuals they are made of - to enhance their own skills at work and feel they are futureproofing themselves for tomorrow’s economy. GenAI is one powerful tool to do that. Read more here: https://lnkd.in/e_r9g6Gx #GenAI #ValueCreation #EmergingTech #Innovation #FutureOfWork #WeAreReckitt

499

38 Comments

150 YEARS OF WHATEVERKEN – HEINEKEN (LEPUB MILAN) Retrofitting Brief ------------------ Finding: Heineken is the most misspelled beer brand in the world. Consumer Problem: For the past 150 years, people have been misspelling the HEINEKEN brand, thinking it’s a German beer and calling it Hineken, Haneken, or Heneken. Some even drink it with a straw! Brand Truth: What matters to HEINEKEN is that people are having a good time with their beer, no matter how they spell it. Strategy: Turn people's mistakes into global celebrations. Consumer Goal: Make people see Heineken as a symbol of freedom celebration. Link: https://lnkd.in/gqzGefu3

1

Authenticity in #BRANING. Expressing the soul of a brand is paramount. Companies must find the right balance between comercial efforts and brand building as consumers increasingly look for authentic products...

62

#Making #time. Today we expect a lot from our (marketing) people.  They are expected to be more strategic, forward-thinking, innovative, develop new products and campaigns, stay on top of the latest trends, develop teams, be the CEOs of their brands (my team knows that one is my favorite 😊). All the while, especially in small to medium sized companies, still managing a lot of the day to day operational tasks and without big support functions on the side. My aspiration for the team (and thankfully also their motivation) is high, but it is also our job as leaders to ensure that our team has the time and space to focus on the important aspects and not just pile things on top. That's why we've introduced two initiatives this year to #maketime in the marketing teams: ⌚ Workload & Pain Points analysis Beginning of the year we conducted a workload & pain point analysis to identify first the status quo and what percentage of their time they actually spend on which task (strategic planning, media planning, innovation, administration, meetings, etc) And we asked them some quite specific questions: - What do I do that is useful, but just takes too much time? - What do I do, that I have to do, but don’t see any added value in? - Name one meeting that you could skip immediately and it wouldn't make any difference to your work quality or speed - I wish I had more time to do… etc. Based on this, we went through the results and initiated some short and long term actions to address the issues and pain points: from cancelling meetings to searching for new tools or AI to facilitate basic tasks in the future.   ⌚ Upskilling Days Next to the regular trainings, we introduced a new 360° Upskilling programme with one dedicated upskilling day per quarter, that will be free of any meetings and only dedicated to learning. In the mornings we invest into speakers, workshops and trainers, while in the afternoon we encourage the team to spend their time on upskilling themselves, providing links to free learning platforms, interesting TED Talks etc Time is the most precious resource we have and we owe it to our teams to not always just expect more, but to also clearly create the time and space for them to develop. #makingtime #henkellfreixenet #upskilling #workload

54

7 Comments

Brands shouldn't make that mistake of trying to do the brand building stuff at the point of purchase. Thanks Les Binet for this thought process. Looking back, deep into my 18+ years experience handling CPG brands, once these are done in the same piece, it short-changes effectiveness. They are different and call for different approaches of execution to drive growth.

1