With 66% of FMCG's growth coming from Digital Platforms, it's obviously a no-brainer to invest in this channel. But with all the layers of complexity that have been added in the last few years, where do you start? Our two guests today, Gemma Spence, Chief Digital Commerce Officer at VML and Anja Spielmann, Global Brand Experience Director at Mars, join the show to show us the different levers brands can pull to win on the famous Digital Shelf in 2024.

In this conversation, you'll learn about how to turn up online through:

The evolution of the Digital Shelf in the last years
Lower funnel vs. Upper funnel
Key Metrics when measuring online performance
How FMCGs are reorganizing internally as a consequence of the evolution
AI's potential role in making companies more agile and fast
The Kitchen: Mars' cross-agency collaboration platform

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The CPG Guys (US "Sister Podcast"): https://www.cpgguys.com/
Audio Mixing by Rodrigo Chávez
Voice Acting by Jason Martorell Parsekian

161. Gemma Spence (VML) and Anja Spielmann (Mars): 2024's Digital Shelf