As mass markets expand and consumer demand rises, people today want their consumable products at lower prices, with quicker deliveries and wider availability—the key being convenience.
This is where FMCG (Fast-Moving Consumer Goods) or CPG or (Consumer-Packaged-Goods) companies come in. Like any business, FMCG marketing is crucial.
However, challenges in this sector are a little more difficult to navigate, therefore hiring a digital agency might be the best decision you can make!
But what exactly does an FMCG marketing agency do? What services do they offer? And most importantly, which are the best ones?
Today, we’re covering what you can expect from a good marketing company, the services they offer, and our review of the top marketing agencies in the world so you can find the perfect one for your brand.
FMCG or (CPG) consumer packaged goods agencies offer similar services to marketing firms in other sectors; however, they set themselves apart in adapting standard practices for businesses. These services include:
A good FMCG agency will be able to develop a comprehensive CPG marketing strategy that is customized to your brand and designed to meet your specific marketing goals.
It should also be noted that many consumers now see e-commerce as a necessity, even for the household essentials traditionally bought from the local supermarket. As more and more people move towards buying everything online, it has become more important than ever that FMCG brands embrace digital marketing methods.
This is an area where an expert agency can really shine. They can adapt current digital trends and practices to the FMCG space and create integrated strategies that use your brand’s online and offline marketing methods.
Due to the nature of FMCG companies, it can be extremely challenging to stand out and be remembered by the average shopper; however, a well-implemented branding strategy can ensure your brand is a household name for decades to come.
The most popular paid advertising networks are Google Ads, Instagram Ads, and Facebook Ads.
Social media campaigns can be used via these networks to market products, raise brand awareness, and generate leads. As a result, CPG companies can reach a larger audience through paid advertising.
Once optimized, paid advertisements provide precise targeting at a low cost.
The first and arguably most important step an agency will take when marketing any company or product is to develop a social media strategy, especially for FMCG companies.
A social media presence enables CPG brands to share product information and build communities around their brands. This is especially important for FMCG companies, which can struggle to differentiate themselves from the competition.
They’ll create and manage brand accounts for various social media platforms, such as LinkedIn, Facebook, Reddit, YouTube, Instagram, TikTok, Discord, and Twitter. Each platform will have a different strategy to optimize it for your marketing needs, whether you’re a B2C or B2B brand.
As you might expect, when marketing a brand, product, or service in different regions of a country or in different countries entirely, the marketing approach employed will need to be altered to attract your target demographic in that specific area.
Therefore, location-based marketing will be a crucial component of the marketing strategy a CPG company develops for your business.
FMCG marketing firms recognize that as the popularity of social media content grows, influencers wield increasing power over the audiences who follow them. This not only raises brand awareness, but it also increases something else that may be more important – social proof.
Furthermore, influencers add a level of authenticity to the product they are promoting and, as a result, to your brand and company as a whole, which is essential for CPG companies in particular.
Content marketing is another excellent strategy that an FMCG marketing agency employs to increase sales and customer satisfaction. This might include a weekly blog, YouTube videos, articles and how-to guides, informative videos, and product drops.
The agency you hire will ensure that your content is relevant, helpful, and in line with your brand identity’s tone and style so that clients know what to expect from your CPG company.
A website is a valuable tool for any business, but FMCG companies can actually benefit more from it than other types of businesses, which is why a CPG marketing agency frequently provides web design services.
Your website is a place to provide product information, share details about your company and employees, and direct traffic to your social media accounts and online store.
Many FMCG companies offer app design and development services along with a website because they understand that accessibility and ease of use are important factors in consumer choices.
With so many people using mobile devices daily, tapping into this consumer market and enticing them with an easy-to-use mobile app can make the difference between breaking even and international success.
A company’s online reputation is one of the most important factors that potential customers consider before purchasing. As a result, an FMCG marketing agency understands the importance of managing your online reputation.
For example, they will handle responses to positive and negative reviews on your online store, as this can be a great way to reinforce positive reviews while mitigating the fallout from negative ones.
As we’ve already mentioned throughout this article, customers buying consumables have plenty of options, so they need to have a positive experience with your brand. If they don’t, they’ll have no trouble finding another brand with a customer-centric strategy.
As a result, the FMCG or CPG agency understands that the “Customer Experience” has never been more important. With 67% of consumers saying they’d rather pay more for a better experience and 80% agreeing that a company’s experience is just as important as its products or services, they’ll add it to your CPG strategy.
If you’d like to learn more about why customer-centricity is so important and to ensure that you’re doing it right, check out this video by KPMG US:
AGENCY SNAPSHOT
Founded: 1987
Locations: Surrey, UK
Number of employees: 11-50
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Jellybean is a well-known integrated marketing food and beverage company that has worked with some of the most well-known food and beverage companies in the UK, ranging from small craft manufacturers to well-known blue-chip brands, for more than 35 years.
Their team has demonstrated strategic, innovative, and impactful marketing, design, digital, public relations, and social media communications expertise. They’re passionate about the food service, out-of-home, retail, and consumer markets.
Top 50 B2B Marketing Agency 2022, Bronze Award in the MAA Global B2B Category 2021, and Silver Winner for Best Limited Budget Campaign at the B2B Marketing Awards 2021 are just a few of the accolades they’ve received.
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Founded: 2016
Locations: New York, New York, USA
Number of employees: 1-10
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Canal Digital Studio is a small digital firm based in New York City that primarily works with DTC, SaaS, FMCG, and eCommerce brands. Their approach combines data, analysis, and creativity, making them a great choice for CPG brands that want a robust, well-researched, and data-driven approach to their marketing.
In addition, they primarily work with DTC, SaaS, FMCG, and eCommerce brands. Their small team has worked for large and small businesses, corporate strategy consultancies, and in-house marketing teams.
AGENCY SNAPSHOT
Founded: 2003
Locations: London, UK
Number of employees: 201-500
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Elvis London, one of the top creative FMCG agencies in the UK, has the goal of helping people and brands grow by using unexpected and memorable innovation. They have worked with several high-profile CPG brands, have a great track record, and have won numerous industry awards.
In addition, they are the eighth most honored creative agency in the UK and the 63rd in the world for 2021, with awards from organizations such as Cannes Lions, D&AD, CLIO, The One Show, and The Marketing Society, among others.
They are a B Corp-certified company that has restructured its business to ensure that everything they do is profitable while also meeting people’s and the environment’s needs. Some of the ambitious clients they work with are ODEON, Dobbies, Cadbury, Walkers, Merlin Entertainments, OREO, and Birds Eye.
AGENCY SNAPSHOT
Founded: 2018
Locations: Bath, UK
Number of employees: 11-50
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The Social Shepherd develops social media, PPC, influencer marketing, and video marketing strategies for all of its FMCG clients. Its data-backed approach to creative campaigns has seen it achieve enviable results and win numerous awards.
The Social Shepherd works with all their CPG clients to develop social media, PPC, influencer marketing, and video marketing strategies.
They work with several FMCG companies for whom they have created exciting content and run successful paid media campaigns. As a results-driven company, they use every strategy at their disposal to achieve the best results.
Furthermore, they have successfully managed social media campaigns with Godiva and Social-First Video to increase brand exposure and organic engagement on the top social media platforms. They also promoted Nuts Pick with PPC, paid social, and social media management, which gave them a 3.4x return on ad spend (ROAS).
AGENCY SNAPSHOT
Founded: 2009
Locations: Provo, Utah, USA
Number of employees: 11-50
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Wallaroo Media is a highly skilled team of digital and social marketers with international experience promoting and growing FMCG and eCommerce brands. They work with clients of all sizes, from start-ups to enterprises, and they’re focused on growing your business and your brand, using a variety of paid and organic marketing strategies.
The company was founded in 2009 as an SEO and content-based advertising firm but has since expanded to include all digital advertising efforts.
Wallaroo Media offers paid social ad design, development, and targeting services to businesses of all sizes, both established and emerging. Their team has extensive knowledge of digital marketing goals and tactics, which they apply to their paid ad efforts.
AGENCY SNAPSHOT
Founded: 1993
Locations: Dorset, UK
Number of employees: 11-50
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Walker is a Bournemouth-based full-service creative agency that specializes in getting to know its clients’ businesses and providing services tailored to each client’s unique business. They’ve given established corporations new vitality and up-and-coming FMCG brands a strong brand identity, and they function as a seamless extension of your own team to make the most of your marketing.
They have an unrivaled track record of giving established companies new life and giving new brands an identity through clever insights, nimble creative practices, and seamless delivery.
As a result, they know how to get CPG companies seen without going over budget, thanks to their expertise in branding, strategy, content production, TV, the internet, and packaging. They combine large agency talent, experience, and resources with small agency agility, speed, and overheads to out-big and out-small the bigs.
AGENCY SNAPSHOT
Founded: 2011
Locations: Manchester, UK
Number of employees: 11-50
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PR Agency One has received recognition for its work with B2B, B2C, and FMCG clients. They offer a full suite of PR services for CPG brands and also provide strategies that include social media marketing, community management, SEO, and other digital marketing fields. As such, this agency functions as both a dedicated PR and digital agency.
Few public relations consultants truly understand how to create campaigns that combine SEO, digital marketing, website development, and other marketing disciplines to ensure clients get the most bang for their buck. That is where PR Agency One differs from other public relations and promotional firms.
PR Agency One’s primary focus is media relations, and the firm does not employ any social media gurus. Rather, it offers strategies that begin with media relations but incorporates knowledge from SEO and other digital fields to ensure campaigns perform equally well on blogs, Twitter, YouTube, and digital news sites.
AGENCY SNAPSHOT
Founded: 2006
Locations: Nottingham, UK
Number of employees: 11-50
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Together Agency is an idea-driven creative agency that helps brands reach their goals. They are flexible and will develop an FMCG marketing plan that benefits your brand, which they can execute for you from A to Z based on data-informed insights into consumer behavior and highly emotive creative content.
That may entail a Facebook campaign, a radio ad, a website, a stunning point-of-sale, a billboard, or an ice cream truck that can tweet. They are flexible and will develop an CPG marketing plan that benefits your brand.
AGENCY SNAPSHOT
Founded: 2014
Locations: Sydney, Australia, Manchester, UK
Number of employees: 11-50
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Yoghurt Digital is a digital marketing company with offices in Australia and the UK. Their focus is on user research and user experience design to help FMCG and e-commerce brands gain more exposure. Their approach is based on data and finding what works best for your brand. As a data-driven agency, it can push growth and performance for your brand in a tangible, meaningful way.
Their whole business is based on knowing a great deal about their client’s customers and how they act online. To increase sales, they balance smart data insights with digital strategy.
They believe that when cutting-edge analysis and a rich personality are combined, fantastic digital work is produced. They use those strategies to drive results for their eCommerce and CPG clients.
AGENCY SNAPSHOT
Founded: 2001
Locations: Jaipur, India
Number of employees: 200-500
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WHY CHOOSE THEM?
FulleStop is a well-known web and app development agency offering digital services to consumer brands of all sizes. They have a global presence and extensive past experience assisting FMCG brands to be successful through a well-crafted web strategy, excellent websites and apps, and robust digital marketing solutions.
While they have previous experience working with companies such as Volkswagen, Cara Diamonds, and Adidas, they also have a proven CPG strategy and have worked with some of the industry’s biggest names, such as Unilever, Pickel in the Middle, and Fair and Handsome Skincare (Emami).
Furthermore, each project is treated seriously, and each client is given special attention. They believe that quality must be prioritized over cost, whether the customer is a multinational corporation or an individual. Lastly, throughout the process, they strive to add value to the businesses that choose to work with them.
And there you have it – everything you need to know about an FMCG marketing firm.
In this article, we’ve covered the various services you can expect from a CPG marketing company and broken down each of the top marketing agencies specializing in Fast-Moving Consumer Goods.
Now that you understand what to look for in a consumer marketing agency, you can confidently pick the right one for your needs.
Data analytics in marketing can significantly enhance social media strategies for the Fast-Moving Consumer Goods (FMCG) sector by providing actionable insights that inform and improve marketing efforts. By analyzing customer data, FMCG businesses can understand consumer behavior, trends, and preferences, enabling personalized marketing and targeted campaigns. Content marketing can be used to promote FMCG products by creating engaging, user-centric content that drives consumer engagement and community building. This includes video content, influencer marketing, and user-generated content that showcases the product's use, consumption, or application. By leveraging these strategies, FMCG brands can establish market authority, increase brand visibility, and drive sales through targeted campaigns and personalized experience Influencer collaborations in FMCG social media marketing offer several benefits, including increased brand exposure, targeted audience reach, and improved brand credibility. By partnering with influencers, FMCG brands can reach a large and engaged audience, build trust with their customers, and drive sales through authentic and relatable content. Additionally, influencer collaborations provide a cost-effective marketing solution with measurable results, allowing brands to optimize their campaigns based on performance insightsFrequently Asked Questions
How can data analytics in marketing enhance social media strategies for FMCG?
What Content marketing strategies can be used to promote FMCG products?
What are the benefits of influencer collaborations in FMCG social media marketing?
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