ABSTRACT
I t is rare to find a senior advertising executive who has not worked in FMCG. It schoolsthe brightest and best. What makes FMCG special is the depth of brand understandingit offers. This is because branding has a longer history in FMCG and there is more brand research available than in other fields. Advertisers in all categories have built on the understanding of brands first developed in FMCG.
