Media Advertising

Going direct to consumer is top of mind with CG executives today. But are companies really ready to take on this new wave of consumer interactions? The Economist Intelligence Unit (EIU) recently polled CG executives across the globe to better understand how companies are engaging directly with consumers. Here, industry experts discuss the research results and provide recommendations.

Content marketing has been embraced by brands like General Mills, and more consumer goods companies are joining the ranks everyday. P&G's recent switch in focus on digital marketing is a prime example of this colossal trend. Here is a list of our industry's top content marketers and links to their most successful ventures yet.

Starting March 26, 2012 cola lovers everywhere will be invited to get a first taste of new Pepsi NEXT, the first to deliver real cola taste with 60 percent less sugar than Pepsi-Cola.

Consumers are no longer consuming information in a vacuum, but from multiple channels, and oftentimes, simultaneously, making it more difficult to reach and engage them in a meaningful way. Read on to learn how to use what you know about your consumers to develop the right cross-channel marketing strategy.

Breathable Foods aims to revolutionize the delivery of nutrients and sensations using novel aerosol delivery forms. In late 2010, the company prepared to launch its flagship offering, which delivers and airborne shot of caffeine in a compact inhaler the size of a lipstick.

Facing flat market shares and growing pressure to cut costs, the company is banking on digital marketing to help contain media spending long-term.