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In recent months I’ve been hearing that marketing departments in big FMCG companies are concentrating their efforts on price, raw materials and packaging sizes. I don’t doubt the importance of these factors, but tactics should not be confused with strategy. No long-term brand battle has ever been won by playing with the Excel file and costing numbers.

Now it seems we have a return to “normality”, big companies are finding that they’re having to deal with real changes in the mindsets of their employees as a result of the pandemic when it comes to working in the office vs working from home.

What capacities will we need to tackle the challenges we’ll face in 2050? We challenged a group of 20 international trailblazers to answer this question!

Diversity and mixing are part of our philosophy, and our presence in LATAM brings us new perspectives, widens our horizons and enriches our work.

We have started this new year by making one of our strategic pillars a reality: we’ve opened our new workspace in Barcelona!

Cake, candles, big learnings to celebrate our first year. And five strategic pillars for our second year and beyond.