09/04/2018 · Door Alva van Beek

Why are the FMCG giants still seen as the Holy Grail of marketing?

The B2B marketing mindset of building ongoing relationships with customers rather than seeing them as one-time buyers is being adopted by businesses across the board so why are the FMCG giants still seen as the Holy Grail of marketing? Working in consumer marketing is seen as the apex of the career pyramid. Indeed, it is taken almost for granted that consumer marketing, and in particular FMCG marketing, has the best brands, agencies and talent. Starting your career at Procter & Gamble, Coca-Cola or Diageo can set up your career for the long term.

But is it time to rethink this idea, when we see so much great marketing being done outside of the FMCG giants and, indeed, unconnected with consumer marketing? I’m tempted to ask the question: is the FMCG hegemony finally over?

Here is something you will never hear or read: what can consumer marketing learn from business-to-business marketing. B2B is often seen as the ugly stepsister of marketing. Not that sexy, not that interesting and certainly nothing to learn from.

Lees verder op Marketingweek

Why are the FMCG giants still seen as the Holy Grail of marketing?

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