B2C

Challenger FMCG brands don’t just have a product to sell — they have something to prove. They’re fighting for awareness, distribution, shopper attention and credibility, all while competing against household names with deeper pockets and decades of brand equity. And yet, when it comes to media and marketing, many challengers fall into the same trap: they copy what big brands do. Broad digital buys. Generic outdoor. Templated social. A few price-led promos. It’s the “cookie-cu

For decades, marketing leadership has been built around one model: hire a full-time senior marketer, give them a team, and expect them to drive growth. That’s fine if you’re a large organisation with layers of structure and resource. But most small and medium-sized businesses don’t operate that way — and don’t need to. Yet the need that senior marketers fulfil hasn’t gone anywhere. SMEs still need clarity. They still need direction. They still need someone who understands how