Episode Details

Coca-Cola just restructured its global media model, AB InBev is treating creative effectiveness like a sales figure, and Danone's recycling climbdown in Europe is a warning shot for every FMCG brand on the continent.

In this episode:

• Coca-Cola has awarded its North American media account to Omnicom while WPP retains the global remit, as part of a broader shift away from traditional advertising toward experience-led brand building.
• AB InBev Global CMO Marcel Marcondes argued at ANA Masters of Marketing that the company must evolve from buying ad space to creating experiences, and is embedding creative effectiveness as a measurable business metric internally.
• Danone has agreed to modify recycling claims on its plastic bottles across Europe, following identical commitments from Coca-Cola and Nestlé under coordinated EU regulatory pressure on green claims.

The FMCG Marketing Daily is a concise briefing for FMCG and CPG marketers, brand managers and CMOs, hosted by Marco & Klara. New episode every day.

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