Unlocking the Power of Digital Transformation in CPG

In CPG, impactful digital transformation remains a struggle, intensified by new channels and heightened consumer expectations

Our new report, 'Unlocking the Power of Digital Transformation in CPG,' compiles real-world insights from VML experts and client partners, and a comprehensive survey of CPG business leaders across the US, UK, China, Brazil, Mexico, India, Germany and Netherlands, highlighting key challenges and effective strategies for driving successful digital transformation outcomes.

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With key actions underpinning all transformation areas under our lens, we address:

The leading factors for failure and how to avert them
The key reasons why third parties are needed at each transformation stage - and the skills being sought
AI - the #1 technology in demand today that's motivating 67% of transformers to redefine their strategies
Why cloud tech has changed the game for many transforming businesses
Why people are just as vital to transformation success as technology
The crucial factor of unlocking siloed assets and operations

Too many digital transformations fail - but AI and other tech advances are driving better outcomes:

At a Glance

37%

of CPG digital transformation projects fail. A strike rate of close to 1 in 3 is not nearly good enough.

At a Glance

$8.9M

is the average cost for a digital transformation project in CPG.

At a Glance

67%

of transformers say AI has inspired them to revisit their transformation strategies.

Organizations are reliant on third parties to drive their transformations, but should get their house in order first:

At a Glance

65%

of CPG businesses are working with third-party partners on their transformation programs. The most demanded skill? AI.

At a Glance

60%

of CPG digital transformation projects start without a clear roadmap or end goal.

At a Glance

83%

agree that CPG digital transformation is as much about people as new tech. Too often the human element is overlooked.

Introduced by Graham Smith

The report foreword is by Graham Smith. Graham is Executive Director, Client Business Leadership, VML. He is also WPP Digital Lead for North America on The Coca-Cola Company's bespoke OpenX team, a role that places him at the forefront of marketing and product transformation in the CPG sector. With 18 years of experience across WPP agencies, Graham is a recognized expert in digital customer experience, innovation, and strategic product development, consistently leveraging emerging technologies to drive business growth and customer-centric solutions for iconic brands like Procter & Gamble. His expertise in decrypting complexity and leading multidisciplinary teams makes him a key voice in navigating the evolving landscape of digital transformation.