P&G’s Signal Summit Put Market Growth & Value Creation in Focus

P&G President, Chairman and CEO Jon Moeller kicked off the day emphasizing the importance of creating value for consumers, customers, employees, society and shareholders to achieving overall business success. “I’m convinced that if we fail to accomplish one of those, we will fail to accomplish all of them,” he said. Moeller described market growth through innovation as the most sustainable form of growth, adding that to do so, “you have to innovate at an even higher level.”

Bill Shufelt, Co-Founder and CEO of nonalcoholic beer brand Athletic Brewing Company, shared an insightful perspective on the importance of product education. Shufelt highlighted the necessity of introducing consumers to the product and fostering a social environment that encourages their usage, which he noted is of particular importance in the growing nonalcoholic beer category. He credited face-to-face interactions with consumers as most valuable in his research: “I tend to underweigh surveys and focus groups…and overweigh what I hear one-on-one.”

Andrea Brimmer, Ally Financial’s Chief Marketing Officer, shared her experience in the banking industry, outlining the journey of creating a bank that people genuinely love. Brimmer’s key principle was to “think like a human,” which guided Ally’s product roadmap and consumer experiences. She recounted a pivotal meeting where the team identified the value proposition: “We started yelling out everything we hated about banks — ATM fees, offshore experiences, lack of 24/7 service — and we solved for all of those customer pain points.”

André Eanes, A&A Management Group President, Chief Business Officer and manager of the NFL’s Kansas City Chiefs tight end Travis Kelce, highlighted the power of data and social media in marketing. He emphasized leveraging these resources to demonstrate the value of social media to clients and brands. “When, how and what you’re posting on social media is important, because it tells the story about your life personally,” he said. Eanes stressed the importance of authenticity and partnering with brands that align with one’s passions to establish an engaging online presence.

Kate Trumbull, Chief Brand Officer of Domino’s, emphasized the significance of taking risks and confronting business weaknesses honestly. She highlighted the need to cultivate a mindset that uncovers and addresses shortcomings to foster an environment of growth and improvement. “We wanted to lean in and be honest about where we weren’t good.” The result? The company’s landmark turnaround campaign that reimagined its signature recipes and challenged consumers to give them another try, resulting in transformative company growth.

Together, these perspectives highlighted the multifaceted approaches required to drive market growth and create value by understanding consumers, delivering superior products, leveraging data and technology and embracing innovation.

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Our thanks go out to all the attendees who made this event a memorable one, as well as our talented speakers who graced the stage and shared their profound insights on the future of industry. Their presence has truly enriched our journey of mutual learning and growth.