Sylwia Piankowska

Saving the best for last ... my final Shoptalk Europe 2024 takeaway: The retail media revolution, coming to a market near you: in the US, #retailmedia spend is already on par with TVC spend. Here in Europe, it’s only 1/10th the size, but growing fast (15% CAGR) given its close relation to online #marketplace expansion and retailers recognizing its ability to transform their economics as an incremental revenue stream (i.e., at 60-65% EBIT margin, it can more than double current grocery margins of approx. 1.6%). For brands, purchasing and using this data across digital and shopper marketing initiatives will soon become table stakes – what they do to turn this data into true insight to understand and predict behavior remains to be seen. Again, thanks to Ben Miller and the entire Shoptalk team for a powerful, insight-filled 3 days in Barcelona. Looking forward to the next one!   Interesting companies we met:  Amazon Web Services (AWS),  Zitcha, Walnut Unlimited

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In today's rapidly changing business environment, the role of the CEO is evolving, and marketing expertise is becoming increasingly crucial. According to Spencer Stuart, future CEOs will need to leverage deep marketing insights to stay competitive. This shift emphasizes the importance of understanding consumer behavior, market trends, and brand strategy. Marketing skills enable leaders to foster strong customer relationships, drive innovation, and enhance the overall customer experience, which are essential for sustaining growth and relevance in the market. I would like to invite you to explore how marketing skills can shape the next generation of CEOs and drive organizational success. Thank you Gülven Aytekin for sharing this valuable article. #Leadership #Marketing #CEO #BusinessTransformation #FutureOfWork

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Each year we showcase the Top 50 most chosen global brands in our publication Brand Footprint. Penetration is a key component of how we measure brand choice and here are the Top 10 most penetrated #FMCG brands on the planet. What can we learn from this data: 1. Only one brand has a global penetration of over 50% - well done Colgate-Palmolive 2. Outside of Colgate and Coca-Cola, the average global penetration of the remaining eight is just 34% - meaning two-thirds of the population do not buy...lots of shoppers still to go after even for the biggest brands 3. Seven of this list grew their buyer-base in 2023, a better 'win' ratio than the rest of the Top 50 - where only 22 of the 40 saw an increase in shoppers For more insights and #brand #growth stories read the 2024 edition of Brand Footprint: https://lnkd.in/dvExeRK8 Worldpanel by Kantar The Coca-Cola Company #CocaCola #sprite Unilever #UnileverBrands #UniquelyUnilever PepsiCo #PepsiCoProud Nestlé #maggi Mondelēz International #TeamMDLZ

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A few months ago, our GenAI marketing pilots uncovered some impressive results - reduced concept development time, improved idea quality, faster localizing of adverts. In my piece in Fortune, I explain how these efficiencies will free up time for Reckitt marketers to focus on the strategic, creative, and most productive elements of their role.   And with its potential to make many roles much more meaningful and fulfilling, it’s not just marketing departments who can benefit from GenAI.  It is energizing for teams - and the individuals they are made of - to enhance their own skills at work and feel they are futureproofing themselves for tomorrow’s economy. GenAI is one powerful tool to do that. Read more here: https://lnkd.in/e_r9g6Gx #GenAI #ValueCreation #EmergingTech #Innovation #FutureOfWork #WeAreReckitt

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One look at the promo leaflet of a category and it tells you the extent to which players are willing to grab the last bit of the volume… all the while eroding value for the customer and themselves AND without the context of real category growth/decline - Getting more buyers to the aisle through proper, noticeable marketing might require same/less/more amount of money… but it only builds gradually. This is where, in my view, the “grit of the p&l” is tested. -The interesting part is, promotions are usually thought to give instant volume uplift; where it gets complicated is when every brand agrees to spend more on undercutting price… and race to the bottom. Customers/retailers are usually happy to accept it… since most might work on a cash principle than margin% -relative pricing/pricing gaps and its relation to volume realization is real… but there are brands that due to their sheer size can establish new floors and gap ranges… but then again needs time (marketing: basics and innovation) -some level of promo competitiveness is a must… no denying that… but when it fast becomes a reaction tool, that is when I believe most managers lose real control -one path is reactionary other is leadership. Or as Simon Sinek says “finite” vs “infinite”… one is of instant gratification the other takes grit Enough literature out there to support either of the approaches, but long term trends will always show growth only being sustainable when you drive category growth. No insights here, just me being mildly unhinged after looking at the flyer across a few categories… Have a good weekend ahead…

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Interesting read in the latest Harvard Business Review about how brands across different industries (ex. Nike and Caterpillar) are using AI in their brand management: https://lnkd.in/dDEeFR96 The article breaks down what it calls the 4 Ps of AI's brand impact: 1️⃣ Productivity – streamline tasks and boost customer experiences 2️⃣ Prediction – reduce uncertainty and build trust 3️⃣ Personalization – tailor the brand experience to drive deeper engagement 4️⃣ Proposals – generate creative solutions while staying true to the brand's essence Ultimately, AI should enhance human creativity and not replace it. "If an AI program doesn't contribute to any of the four Ps, it's probably not worth the risk to the brand associated with the technology." #AI #Marketing #BrandManagement

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Want to triumph on TikTok with your #advertising? TikTok is a powerful juggernaut for brands, but it takes more than just blending in to succeed. Discover how Nestlé’s Japan KitKat creative became a best-in-class TikTok MISFIT with their sensational KitKat YOKUBARI DOUBLE campaign. Unlock the secrets from their captivating campaign, led by Japanese sensation Piko Taro, the cultural zeitgeist behind the viral hit Pen Pineapple Apple Pen! Dare to be a TikTok MISFIT? Then take a look at this #Ipsos paper to unleash the power of effective TikTok advertising 👉 https://lnkd.in/eztUb3Ws #bringbackthemagic #Misfits #effectivecreative

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What do 6.5 billion consumer data points and a decade of marketing insights teach us about marketing strategy? Tune into the next “On Brand with Kantar” session, live on LinkedIn on Thursday, May 30, as Kantar brand experts Margot Acton and Marc Glovsky discuss the evidence for how brands achieve strong, sustainable growth based on groundbreaking analysis of consumer attitudes and behavior over the last ten years. RSVP today, you don't want to miss this one!

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eCommerce businesses often ignore an important path to growth: Increasing physical availability. Research by Byron Sharp and the Ehrenberg-Bass Institute has shown that for brands to grow they need to increase: 1. mental availability (how easily the brand comes to mind when buying) 2. physical availability (how easy the brand is to buy) But if you’re selling online, how do you increase ‘physical’ availability? It seems like physical availability should relate to physical stores. But it also relates to online stores. Being more ‘physically available’ means selling in more online places. Maybe you sell on your Brand.com. But what about: Lazada, Amazon, Shopee, Zalora, ASOS... or other marketplaces. Being available in more places where people buy things will increase your sales. We often see clients enter a new marketplace and immediately increase sales by 50 - 100% (often with tiny increases in ad spend) If you’re an eCom business looking to grow your brand and increase sales, don’t neglect increasing your physical availability. For more on the role of physical availability in growing brands, I recommend 'How Brands Grow 1 & 2' by Byron Sharp and Jenni Romaniuk #ecommerce #physicalavailability

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