There has been a great deal of discussion lately about the role of adaptation agencies in delivering work for CPG organizations. Ultimately the goal for all is to get the best work and find efficiencies in getting it done—and the best work requires the right tool for the job. Choosing the right tool requires understanding the work to be done.
First, let’s frame the problem. You’re a large CPG organization with massive SKU lists, customer- or channel-specific packaging and a constantly changing list of competitive claim updates and minor line extensions. Your core branding is solid, and the communication of pillar differentiation and tiering is clearly defined and understood.