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8 April, 2026
Mastering the GenAI ecosystem
For FMCG marketers, generative AI is rapidly shifting from experimentation to expectation. With the market set to grow by over 700% in the next decade, the pressure is on to scale content while maintaining brand consistency and performance. Yet...
9 March, 2026
The Digital Shell – Part 2: Competing for attention in the Easter aisle
A visit to the Easter aisle makes one thing immediately apparent: this is a category driven by scale and spectacle. Larger boxes dominate the shelf, metallic foils reflect the overhead lighting, and structural packaging extends height and width to...
2 March, 2026
The Digital Shell – Part 1: Designing for thumbnail performance
Britain buys between 80–90 million Easter eggs every year, which works out at roughly three per person. It is one of the most competitive seasonal moments in retail, with brands investing heavily in packaging designed to win attention in store. ...
26 February, 2026
From shelf confusion to shelf confidence: When insight actually changes the pack
Premium shelves are crowded, competitive, and full of choice. But in few categories is the challenge as pronounced as single malt whisky. High price points, heavy use of cartons, and a sea of similar-looking brands often create uncertainty,...
5 December, 2025
Lifting the Lid: The Hidden Differences That Define True Marketing Effectiveness
In an era where every platform claims to optimise creative performance, the real differentiators often sit beneath the surface. Forward-thinking marketers know that genuine creative effectiveness requires more than attractive dashboards or long...
16 September, 2024
Using AI To Optimize Your Retail Store Layout
Have you ever walked into a store and felt instantly disoriented, unsure of where to find what you need? Or perhaps you've been captivated by a store's layout, drawn in by a carefully created flow of aisles and enticing product displays? This is the...
19 May, 2023
CPG Creative Innovations in Business
Like many industries, brands operating within consumer-packaged goods (CPG) are open to change. Over the last few years, they've had to evolve to meet the needs of modern-day consumers. The days of mass marketing and distribution designed to get...
19 May, 2023
Attention vs Awareness in a Busy Landscape
The digital age has given brands the ability to sell to anyone, anywhere. This, coupled with the shift in buying behavior over the last few years, has meant that competition has become not only more saturated, but greater. It's the consumer...
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