Culligan, Rosemont, Illinois, named Minneapolis-based Fallon as its agency of record as part of a new investment to continue supporting the water brand.
For consumer product companies, science fiction is no longer science fiction. Imagine receiving a delivery of laundry detergent because your washing machine told Amazon you need it.
An industry that has evolved at a steady pace for 101 years has been derailed by a single acquisition. The implications for legacy retailers, brands and market strategies are numerous.
