ONE-TO-ONE MARKETING: Comment - FMCG's competitive pressures pale in comparison to tech

When I joined advertising over 10 years ago, everyone told me working on FMCG brands was the best agency experience. I wondered why. I worked on the category early in my career and here's what I distilled. The nature of the purchase (fleeting and impulse), means branding and marketing play an extraordinary role. Speed, agility and competitive response are valuable lessons learnt. After seven years in the tech industry, I wonder what all that FMCG fuss was about.