Paul Hiebert CPG Reporter @hiebertpaulpaul.hiebert@adweek.comPaul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment. He has a background in market research, and his writing has appeared in The New Yorker, The Atlantic and Slate. 2020 Olympic Brand Partners Play Waiting Game Over Coronavirus IOC partners include Visa, Bridgestone, P&G, Airbnb and more. CPG Demand for Hand Sanitizer and Disinfecting Wipes Goes Viral Amid Coronavirus Scare With the coronavirus featured prominently in the news, people are looking to protect themselves. CPG The Story Behind Clorox’s Mystery Recording Artist CLRX The online persona known as CLRX came to be through a partnership between The Clorox Company and Brand Synergy Group. CPG How Makers of Beef Jerky and Slim Jim Are Finding Success Through the Keto Diet Manufacturers are trying to lean into the trend. Marketer Moves This Social Media Strategist Says Training as a Doctor Made Him a Better Marketer Online networker Moshe Isaacian of Laundry Service hasn't looked back after leaving medicine and joining Laundry Service. Challenger Brands Road to Challenger Brands: Why Moving Slowly Can Get Brands Further DTC companies can have blind spots when it comes to understanding consumers outside of their space. CPG Kraft Heinz Is Reducing Its Agencies by Half The company plans to cut the number of agencies it works with in half, while boosting its consumer-facing marketing efforts. Challenger Brands Road to Challenger Brands: Customers as Tribes, Stores as Churches DTC companies should get into retail because the physical manifestation of a brand helps build community. CPG Del Monte’s Quest to Change How Americans Feel About Canned Produce The view that fresh fruits and vegetables are healthy, while frozen and canned are not, is a problem for companies like Del Monte. Challenger Brands Road to Challenger Brands: Not All DTC Brands Need a Store Ahead of Adweek’s Challenger Brands summit, we spoke with Kantar's Bryan Gildenberg about direct-to-consumer strategy. 1 2 3 … 5 Next »