The 60/40 principle is reshaping how FMCG brands think about marketing investment. Here’s what it means for your promotional budget in Singapore.

Is your FMCG promotional campaign underdelivering in Singapore? Here are 5 signs the mechanic is the problem and what to do about it.

Why the Mechanic You Choose Matters More Than the Budget Behind It There is a assumption that runs through most FMCG promotional marketing in Singapore that goes largely unchallenged. That a bigger budget produces a better promotion. That the brand with the most money to spend on prizes, media, and production will win at retail.

The Me-Too Problem in Singapore Promotional Marketing – And How to Fix It There is a pattern that repeats itself in Singapore FMCG promotional marketing with remarkable consistency. A brand runs a promotion. It performs reasonably well. Six months later a competitor runs something almost identical. Six months after that the original brand runs it

Most FMCG brands in Singapore run price-off by default. Here’s why that habit is quietly damaging your brand; and what to do instead.