Sebastian Witkowski

At first, Internet helped businesses to grow & save money as it allowed fast multinational operations across continents. They were able to use all the befits from the Internet. Yet, due to increasing popularity of smartphones, businesses lost control and now consumers are the ones with power. They can use the tools & information, getting what they want and when they want it. Plus they get it delivered to their homes. The old P&G purchase model, i.e. First and Second Moment of Truth is not valid anymore. Now consumers can jump from any place in the funnel back to the awareness or consideration stage. Business executives started to panic. Hearing stories that 10 years ago there was no Instagram, Uber, Snapchat, Pinterest, Messenger or WhatsApp old-school marketers started to feel old & slow. Marketers started to chase consumers and invest in every single new media channel switching and constantly changing media strategies trying to catch up. My recommendation is to stop and play cool.

Unilever, Reckitt Benckiser, Henkel, Johnson&Johnson and Danone… Looking back at my 17-year long involvement in unlocking their growth, I strongly believe in strategic thinking. It’s always been a buzz expression, but it actually comes to 3 simple steps: 1) analysing the data, gathering information & observations 2) uncovering the underlying ONE root issue or opportunity for your business 3) convincing everyone in the organisation that it’s necessary to change mindset about this ONE issue or pursue this ONE opportunity Based on real-life cases, the participants will see how: • Unilever doubled it’s toilet block business (vs. Henkel) • Unilever became a leader in sprays (vs. Reckitt Benckiser) • Reckitt Benckiser became the leader in air care (vs. SC Johnson) • Bakoma doubled it’s share in kids fresh cheese (vs. Danone) • Bakoma plain yoghurts boosted sales by +50% (vs. Danone & Zott)