As the leader of LPK’s strategy and innovation practices, Michael Wintrob is always seeking ways to help his clients harness change to their advantage. In the latest episode of the Oodles of Marketing podcast, the Chief Strategy Officer and author of The Next-Gen CPG Playbook reflects on the briefs that cross his desk most often and the novel approaches that are helping his clients gain ground in their categories.
“When it comes to innovation, how do we test and learn quickly? We help clients find opportunities and understand where the idea spaces are. But then, as quickly as possible, we want to figure out how to get those ideas out into the world so we can start learning about them,” he says. “We’re trying to get away from research methodologies that are people saying what they will do—claimed behavior—and move toward real behavior.”
“The things that worked for CPG brands for almost 100 years suddenly don’t work in the same way.”
Wintrob also reflects on the changing landscape of CPG. “It’s really under attack,” he says. “The things that worked for CPG brands for almost 100 years suddenly don’t work in the same way.” A major focus is helping brands understand how their consumers’ expectations and desires have changed: “We bring in our cultural and categorical understanding. What’s happening in our category? What’s the new language? What are new benefits being explored? It doesn’t mean we walk away from all of our heritage and equity. But we need to evolve and change.”
This same mentality drives LPK’s own business strategy, too. “Our history and heritage was in traditional packaging and product work,” he says. “But as the nature of our work changed, we made an intentional effort to broaden and push our work further upstream. That’s where you’re defining the strategy for a brand or business to really grow and innovate.”
To listen to the full episode of Oodles of Marketing, head here.
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