The last few years have been challenging for Innovators, trying to cope with the fast pace of change, the rise of many strong challenger brands, and the ever present pressure to innovate faster and faster to meet the changing context. We know that difficult times remain ahead. It’s time to get truly agile.

A recent Stackla study found that people are 9.8x more likely to make a purchase after seeing a peer’s social post, as opposed to that of a traditional social media influencer. Read more about the fall of fake, and the rise of authentic consumer voices.

We’re thrilled to see Marc Pritchard playing one of our Brand Power spots for Mr Clean at the ANA Masters of Marketing Conference, while emphasizing P&G's big push towards education and infomercial style approaches. It helps when you explain how a product actually works!

Recent research by Kantar shows that “three-quarters of creative award-winning ads fail to deliver ROI” and that “the boldness that wins creative awards is unlikely to drive strong brand effectiveness in the short or long term”. Read their full story about the lions that roared in Cannes but then just went on to sleep on the job.

“We’re reaching more people and we’re trying to reduce the amount of times we reach the same person over and over again. Excess frequency is the biggest waste and in every aspect of our media we’re finding waste to allow us to be able to invest back in creating reach.” Read what else P&G Chief Brand Officer Marc Pritchard had to say about the CPG giant’s cost cutting learnings.

“Survey Finds Consumers Crave Authenticity - and User-Generated Content Delivers”. You’ll find this article in the ‘read more’ link below. In the years since it was written, the case it makes has been well and truly proven. Hello Home Tester Club.

Home Tester Club has always been a rich source of intel for shoppers and marketers alike – including the Global Brand Ranking Surveys it releases every week. For consumers these are quick guides to best-in-class products. For brands - invaluable insight into where they sit in the hearts and minds of those consumers.