Iconic Australian FMCG SPC had a massive 87 per cent brand awareness and a strong portfolio when CMO, Peta Allsopp joined the new-look leadership team. The bad news was that long-term brand strategy was virtually non-existent and it had a marketing team of two. But after re-engineering its balance sheet under private ownership and with a new exec leadership team in place, appetite for change was strong in the business – from the top down. Allsopp has wasted little time, hiring new marketers, shaking up its agency roster and building out the FMCG’s portfolio to better match shifting consumer tastes. She’s aiming to boost exports into Asia as well as re-fire local brands through consistent messaging and building mental availability. But while some brands are now getting above the line investment for the first time in years, there are some things Allsopp’s not going to do. TV partnerships for one.
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