Tuesday, September 16, 2008


My last post was about a Consumer Packaged Goods client that I used to work with, also commonly referred to as a CPG.

In the UK, and in parts of Canada, CPG clients are often referred to as FMCGs, which stands for Fast Moving Consumer Goods.

I’ve always found this to be a funny term. Who got to decide that they were fast moving? How fast moving do they need to be to fit into the FMCG category? And, if they’re so fast moving, do they really need an ad agency? Should the business objective in the brief state “To make them faster moving”? Could I call Ferraris FMCGs? Lots of silly thinking there…

Isn't it a bit ironic that FMCGs tend to be the slowest moving marketers of all.

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