But is it time to rethink this idea, when we see so much great marketing being done outside of the FMCG giants and, indeed, unconnected with consumer marketing? I’m tempted to ask the question: is the FMCG hegemony finally over?

Here is something you will never hear or read: what can consumer marketing learn from business-to-business marketing. B2B is often seen as the ugly stepsister of marketing. Not that sexy, not that interesting and certainly nothing to learn from.

Lees verder op Marketingweek