Pau Bartoli

A superb week at the 71st Cannes Lions International Festival of Creativity, where I had the pleasure of sharing some ground-breaking results from #Reckitt’s #GenAI pilots, demonstrating its immense potential to transform our marketing and operations.   Key takeaways from these pilots:   -GenAI is a game-changer for new product development, with its ability to transform unstructured data into insightful new ideas and marketable concepts. Early findings showed that by using GenAI, teams can reduce concept development time by up to 60%, whilst significantly improving quality.   -GenAI can stimulate creativity and produce advertising content more efficiently. By using GenAI to adapt assets for full funnel use and localise them between countries, we found an approximate 30% reduction in the time needed to adapt and localise ads, with increased consistency in asset quality.   -GenAI takes the drudgery out of repetitive tasks. Findings showed that time spent on everyday tasks such as a post-campaign media analysis, could be reduced by up to 90%, with the quality improving two-fold.   GenAI will transform our operations in a variety of ways, but ultimately the end goal is to help us deliver long-term value for the business and our stakeholders. Thank you to our outstanding Reckitt teams and partners for driving these innovations and creating long-term value for our business.    Filippo CatalanoBastien ParizotElaine RodrigoBecky VeranoSameerNicolas de Bellefonds Yotam Ariav   #CannesLions2024 #Innovation #GenAI #Marketing #Leadership #FutureofWork #Reckitt https://lnkd.in/dEW7YCne

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We can see the ingredients, but do we recognise them?   What is ultra-processed to the consumer?  Commentary about ultra-processed foods is widespread but what does the consumer think is ultra-processed or over-processed?  Consumers want to recognise what they eat, particularly if it is a dish containing several ingredients, such as a casserole or stew.  A dish which looks “homemade” with clearly identifiable vegetables is seen as “better” quality than one in which the vegetables are hard to recognise. This is something which could be presented to my friends as “mine”.  The uniformly diced vegetables, typical of the early years of processed foods, look old-fashioned.   Consumers are seeking products which look “lightly” processed, enough to make it convenient to use but still appearing close to “my” cooking. What is your reaction when you look at sliced or diced vegetables? Processed food or close to homemade? #consumerinsights #marketresearch #visual  

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📈How can you be Meaningfully Different to More People? Join this 8-min conversation with Heineken's Global CMI Director, Tony Costella, and Kantar’s Jane Ostler, as they discuss how #Heineken maintains differentiation in mature and new markets and continues to thrive as a leading alcohol brand, with great success in premiumisation for their category. Discover the routes they’ve explored to achieve it and how they operationalise Be Meaningfully Different to More People through #innovation, #distribution and #customerexperience. Kantar’s data shows that being Meaningfully Different to More People commands 5x penetration today and real advantage in penetration growth over the next two years. To find out more about the Blueprint for Brand Growth: https://lnkd.in/dC7b_mHJ #BeMeaningfullyDifferenttoMorePeople #BlueprintforBrandGrowth

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Great to see companies adopting this framework. I talked about this at IFT last year on the trend and how to position flavors for success.

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As marketeers, it’s our job to make sure sustainability is woven into everything we do, not as a one-off, but as an ‘and’, not an ‘or’.   So how do we support the Diageo Marketing community to talk about sustainability in a way which is accurate, true and authentic?   Sharing my thoughts in the @MarketingWeek article below   #Sustainabilty #Marketing #Creativity 

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📈How can you be Meaningfully Different to More People? Join this 8-min conversation with Heineken's Global CMI Director, Tony Costella, and Kantar’s Jane Ostler, as they discuss how #Heineken maintains differentiation in mature and new markets and continues to thrive as a leading alcohol brand, with great success in premiumisation for their category. Discover the routes they’ve explored to achieve it and how they operationalise Be Meaningfully Different to More People through #innovation, #distribution and #customerexperience. Kantar’s data shows that being Meaningfully Different to More People commands 5x penetration today and real advantage in penetration growth over the next two years. To find out more about the Blueprint for Brand Growth: https://lnkd.in/eYrBEPKb #BeMeaningfullyDifferenttoMorePeople #BlueprintforBrandGrowth

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Last year we reported the second highest growth for the #FMCG industry in the last decade, which meant more growth in the last three years than the previous seven. How did the industry perform in 2023? Did it accelerate? Did it slowdown? Find out tomorrow in our latest #webinar 'Omnichannel 2024', where we explore the latest industry and channel trends. Link below 👇 https://lnkd.in/dQJRs95G Worldpanel by Kantar #omnichannel #cpg #cpgindustry #ecommerce #growth

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With the recent headline inflation numbers looking solid, and retail sales returning to growth in May after the April slump, you have to wonder whether the positive streak for confidence will continue next month, even with the Tory narrative of "see, you can trust us with the economy" feeling more than just a little out of touch (and unlikely to be enough to get them back in power). Consumers do like certainty, and this week's BoE hold reinforces that, with fears of worse mortgage pain to come undoubtedly quelled. But brands and retailers should be careful not to equate this result with people feeling positive overall - it is more like they are less negative. There remains a long way to go I suspect before consumers will be happy to spend more freely again, with the major purchase index barely changed from 12 months ago at minus 23. High interest rates makes savings an appealing place to put any spare money, so as long as interest rates remain high, consumers with debt and consumers without will respectively have barriers and motivating drivers to keep hold of their money.

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Another great article from #thinkwithgoogle, this time with Aude Gandon, Global CMO of Nestle. I highly recommend you read her views across a range of marketing areas, and two points I subscribe to, based on the data and evidence, are: 1. "We’ve got to be more entertaining. Today, we are in the entertainment business". The evidence in Ipsos data sets and our #misfits book points to this universal truth, yet time and again I see ads that have a singular objective to communicate claims and information. This is a big consistently missed opportunity for more effective creative to drive more media efficiency. 2. "AI can never replicate the elusive magic of human creativity. The human touch will always need to be there". Like any technology, AI is a tool and it can only amplify creativity and effectiveness with the right Human Intelligence/HI. This is a core Ipsos principle in our measurement solutions, that we deliver the incremental value of HI + AI to get to bettet decision-making. A great article and set of perspectives from Aude, and a recognition that we need to embrace the opportunity of HI + AI, while not forgetting the true essence of creativity and effectiveness. Michel Guidi, Louise Harrison, Arnaud Debia, Aurelie Jacquemin, Mathieu Reboul, Steve Spicer, Sonia Belgacem #ai #creativity #effectiveness #misfits

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Nestlé missing top-line consensus, while keeping 2024 guidance unchanged Sequential improvements expected on the back of a lot of one-offs (frozen, NHS...) & innovations/ marketing spend acceleration on billionaire brands in the back of the year Historic growth drivers have now significantly decelerated (mostly US, Pet, Coffee) while challenges have remained (NHS, Food) Will the innovations/ marketing spend acceleration on billionaire brands coupled with better execution be enough to fully put Nestle on the mid-single digit growth path? Answers in the next quarters Full details below: Nestle Q1 FY24 results summary • NR: CHF 22.1bn • OSG (organic sales growth): 1.4%; Volume: -2%; Price/ mix: 3.4% • Volume impacted by soft consumer demand, particularly in North America, and the temporary supply constraints for vitamins, minerals and supplements • By product category: Purina PetCare was the largest contributor to OSG, fueled by continued momentum for science-based premium brands, Purina ONE, Fancy Feast and Friskies Result by zones: • North America: CHF 5.8bn net sales; OSG -2.5% (Volume: -5.8%, Price mix: 3.3%) • Europe: CHF 4.6bn net sales; OSG: 4.4% (Volume: -0.2%, Price mix: 4.6%) • Asia, Oceania and Africa: CHF 4.2bn net sales; OSG: 3.6% (Volume: -0.4%, Price mix: 4.1%) • LATAM: CHF 3.1bn net sales; OSG: 3.1% (Volume: -0.8%, Price mix: 3.9%) • Greater China: CHF 1.2bn net sales; OSG: 3.7% (Volume: 2.1%, Price mix: 1.5%) • Nestle Health Science: CHF 1.5bn net sales; OSG: -1.8% (Volume: -3.6%, Price mix: 1.9%) • Nespresso: CHF 1.5bn net sales; OSG: -1.8% (Volume: -3.6%, Price mix: 1.9%) Results by division: • Powdered and Liquid Beverage: CHF 5.8bn net sales; OSG 1.6% (Volume: -1.4%, Price mix: 3.0%) • Water: CHF 0.7bn net sales; OSG 4.3% (Volume: -1.6%, Price mix: 5.9%) • Milk Products & Ice-Cream: CHF 2.6bn net sales; OSG -0.6% (Volume: -2.3%, Price mix: 1.7%) • Nutrition & Health Science: CHF 3.7bn net sales; OSG 0.7% (Volume: -2.5%, Price mix: 3.2%) • Prepared dishes & cooking aids: CHF 2.6bn net sales; OSG -4.2% (Volume: -6.5%, Price mix: 2.3%) • Confectionary: CHF 2.0bn net sales; OSG 6.3% (Volume: 0.4%, Price mix: 5.9%) • PetCare: CHF 4.6bn net sales; OSG 4.3% (Volume: -0.4%, Price mix: 4.7%) Analyst Consensus: Missed analysts’ consensus for OSG FY24 guidance: Confirmed • OSG: ~4% • Underlying operating profit: Moderate increase • Underlying EPS: Increase between 6-10% Interesting quarters ahead for Nestlé 𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀/ 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢𝘀 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: https://lnkd.in/ea4gy65y #cpg #fmcg #strategy Frederic Fernandez & Associates

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I had the distinct pleasure of sitting with Kantar BrandZ for an in-depth conversation about global brands through the lens of PepsiCo's iconic portfolio -- what makes a brand valuable, the role of brands, how to stay relevant, deploying distinctive assets in a consistent and connected way, how the best-of-the best do it and so much more. I believe brands have a bigger role to play than before and at PepsiCo we talk about Positive Brands. We want to inspire people to make better choices for them and the planet. We are developing programs that leverage the scale and power of our brand marketing to accelerate our sustainability journey and connect with consumers. And we recognized brands are only relevant to people to the degree that they connect to something meaningful in their lives; something bigger that connects to core human needs like community, security, control, connection, enjoyment, etc. When it comes to deploying distinctive assets, we have to be very humble as marketeers. Memory structures, distinctiveness, brand meaning is built over generations. As marketeers, we stand on the shoulders of the giants that went before us. I'm very humble to the generations of incredible marketeers who have built these brilliant brands. Thank you Kantar for recognizing PepsiCo in the BrandZ Top 100 Brands Global Report 2024. Check out the full conversation: https://lnkd.in/eE3mtGxZ #PepsiCoProud #BrandZ #Kantar

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Fellow Polman-era Unileverites... how are we feeling about Unilever cutting back on it's sustainability targets? Schumacher: "I have to now bring it back to something that I feel we can all really deliver on. I need to drive performance in the company." Also putting onus on government to set new goals and standards more than individual companies. Thing is: 1. Few MNC's have the scale and potential to lead change the way Unilever does. 2 Waiting for governments/UN/other to take the lead is wishful thinking 3. One day in the future when Britain has the climate of Bali, how much will we still be celebrating this glorious current shareholder growth we are laser-focused on achieving today? We can leave the marketing intellectuals to debate the Mayonnaise purpose conundrum all day long, but there should be very little debate when it comes to needing big FMCG to do better on sustainability.

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📈How can you be Meaningfully Different to More People? Join this 8-min conversation with Heineken's Global CMI Director, Tony Costella, and Kantar’s Jane Ostler, as they discuss how #Heineken maintains differentiation in mature and new markets and continues to thrive as a leading alcohol brand, with great success in premiumisation for their category. Discover the routes they’ve explored to achieve it and how they operationalise Be Meaningfully Different to More People through #innovation, #distribution and #customerexperience. Kantar’s data shows that being Meaningfully Different to More People commands 5x penetration today and real advantage in penetration growth over the next two years. To find out more about the Blueprint for Brand Growth: https://lnkd.in/eVAX5W6Y #BeMeaningfullyDifferenttoMorePeople #BlueprintforBrandGrowth

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Having put sustainability at the heart of our business for decades, we have learned from experience that to make progress on the big, complex issues we’re all facing, we need to act with greater focus. As Unilever looks to the future, we believe we have an opportunity to define a new, third era for sustainable business leadership. The first era – over a decade ago – was predominantly about ringing the alarm and setting long-term ambitions. The second was about further embedding and integrating sustainability across business and value chains. The third, to us, is all about accelerating delivery, with greater impact, by making sustainability progress integral to business performance. It’s something the world needs, and something stakeholders – from investors to consumers – expect. As a result, we’ve spent many months thinking about how we evolve our approach. And it comes down to three key shifts we intend to take. - To be more focused in allocating our resources towards our biggest sustainability priorities across climate, nature, plastics and livelihoods – for which we recently updated our public commitments, and which are fully embedded in our Growth Action Plan. - To be more urgent in driving actions towards our long-term ambitions. - To be more systemic in our advocacy to address the enablers and blockers of progress outside of our direct control. Our updated commitments are very stretching, but they are also intentionally and, unashamedly, realistic. We are determined that Unilever will deliver against them, just as we are determined to perform against our financial goals. We want to set sustainability ambitions which are credible, which we believe we can deliver against, and which have real positive impact. At Unilever we want to do fewer things and with greater impact. Our refreshed sustainability agenda – with more focus, urgency and systemic change – is no exception: https://lnkd.in/eUPwXPEx

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How can brands lead the transition to net zero by 2050? This was the question at the heart of my opening keynote at the Future of Food and Beverage by Innovation Forum yesterday. It was a pleasure to be invited to open the conference and share learnings and challenges with colleagues across our global food system community, in a session expertly moderated by Ian Welsh.   I focused on three key areas:   ❗️Urgent and immediate action: We need to foster an urgent mindset, that meets the needs of the business, but also drastically reduces our impact on the planet in the short and medium term. ☁️ Emissions reduction in absolute terms: Science says we must cut our absolute emissions across our full value chain. But this isn’t about a race to the fastest or most impressive commitment; it should be a race to actual, absolute reductions. 🧠 Fostering a disruptive mindset: We need to re-think and innovate the way we make, produce and sell the products that we put into the market and prioritize the transformation, not renovation, of our current food system.   As Mars, our Net Zero Roadmap (https://lnkd.in/eyyyUcPb) shows that climate action in line with science can be both achievable and affordable. In our Petcare business alone, in the past year, we announced a new partnership with Soil Capital and our largest brand, Royal Canin, to help engage, train, and support farmers in their transition to using regenerative agriculture practice, and established a dedicated R&D climate reformulation team – who have already trained and engaged more than 1,000 R&D Associates and carried out numerous reformulations to lower GHG emissions in our recipes.     Moments like this are important in bringing us together to share ideas, collaborate, and encourage one another to keep pushing forward and commit to bold action, realized through innovation. Let's keep at it!   #ClimateAction #FutureOfFoodandBeverage #ProudlyMars #NetZeroRoadmap

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Nestlé has been criticized by NGOs in Europe for allegedly adding sugars to its Nido milk brand and its Cerelac infant foods brand. The allegations have re-ignited longstanding criticisms by activists around Nestlé's practices in low and mid-income markets. For its part, Nestlé has issued a carefully worded statement denying any wrongdoing. Right now I'm not sure it's such a big issue and we can't see regulatory authorities jumping all over it. Attitudes towards sugar are changing - more governments are taxing soft drinks with added sugar, for example - but in markets like Nigeria, Senegal and Ethiopia where childhood obesity rates are low and the more pressing issue is food insecurity, attitudes towards sugar are fundamentally different than they are in Europe. Nestlé, like other manufacturers, may face long term reputational exposure because obesity rates are rising and there is a specific inference that by adding sugar to kids' products today, manufacturers may be looking to build in sugar dependency for tomorrow. But do consumers in markets where childhood nutrition is such a big issue necessarily want modest amounts of sugar removed? It's not clear they do. They want their kids to get the right nutrition, lots of energy, to grow up healthy and have the food to get them through a long school day. https://lnkd.in/eg_ABsK2 #nestlé #africa #sugar #nido #obesity

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📈How can you be Meaningfully Different to More People? Join this 8-min conversation with Heineken's Global CMI Director, Tony Costella, and Kantar’s Jane Ostler, as they discuss how #Heineken maintains differentiation in mature and new markets and continues to thrive as a leading alcohol brand, with great success in premiumisation for their category. Discover the routes they’ve explored to achieve it and how they operationalise Be Meaningfully Different to More People through #innovation, #distribution and #customerexperience. Kantar’s data shows that being Meaningfully Different to More People commands 5x penetration today and real advantage in penetration growth over the next two years. To find out more about the Blueprint for Brand Growth: https://lnkd.in/g2F2tA-V #BeMeaningfullyDifferenttoMorePeople #BlueprintforBrandGrowth

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