Is creative complexity slowing FMCG brands down?

Lawrence Palmer, managing director at WK360, explores how the growing volume of content and assets is creating a new operational challenge for FMCG businesses.

By its very nature the world of fast-moving consumer goods is exactly that. Consumer demand is high, competition is fierce and the pace of production is quick.

The global FMCG market was worth around $13.63 trillion in 2025, and is expected to grow to $23.06 trillion by 2035, according to figures from the National Association of Manufacturers. In other words, it’s not slowing down any time soon.

Brands across the globe are frequently releasing new ranges, product designs and promotions to keep up and achieve cut through in this crowded space. It’s no surprise then, that FMCGs are becoming increasing complex operationally, with various teams involved in the design, packaging and creation of any given product and its associated brand assets.

 It’s not an easy task, but how can FMCGs maintain creative and brand control?

Why brand control matters

Branding is the first step in getting a consumer’s attention. Before they even pick up or click on a product, they take in the visual information available to them. Whether that’s the product packaging itself or in-store POS, brand assets must be visually striking.

But aside from this, branding must also be consistent and technically correct, and this comes down to maintaining control across every element of the system.

If a brand’s assets are inconsistent, this can impact both its reputation and the customer’s experience. In fact, a HubSpot report highlighted that 78% of consumers said inconsistent brand messaging negatively impacted their perception of a company, directly influencing their purchasing decisions. Maintaining a consistent image helps build trust and consumer loyalty, so it’s not something that should be overlooked or underestimated.

Equally, poorly prepared assets can cause delays, print issues, installation problems or inconsistent execution in store, having a further impact on how a customer may perceive the brand’s credibility.

FMCG creative production is complex, and this means that small issues can quickly escalate, leading to fluctuations in brand representation and integrity, compliance and regulatory issues, and slow speed to market.

For instance, if colour consistency hasn’t been properly managed for packaging artwork or ecommerce imagery, the end result is likely to be low quality, which then reflects poorly on the business.

It’s risky to allow any of this to happen – and this is why maintaining creative production and brand control is so crucial.

Real-time visibility

Given how quickly the industry moves, every step, process and element of the creative production system should be visible for every relevant member of the team. If certain teams or partners are left out of the loop, how can we expect the process to run smoothly?

This is where connected workflows come in. Shared workstreams and online platforms allow all approved parties to track progress, provide feedback and amends and ensure brand compliance. Connected systems make it easy for all relevant personnel to find out what they need to know, without miscommunication – from finance and brand to product and legal.

We’re all aware of how poor communication can hinder a project, creating delays, duplications or incorrect information being shared. Research from communication specialist app Pumble found that 86% of employees cite ineffective communication for workplace failures. So, it follows that improving this element leads to better outcomes.

When each member of the creative team is connected properly, mistakes or oversights are less likely to happen. Brand control becomes more consistent, production becomes more efficient, approval processes are more streamlined and speed to market is faster.

One example of connecting workflows effectively is creative teams giving clients access to their work in progress. Having the ability to brief, track, review and approve POS or packaging artwork all on one online platform, for instance, creates visibility across complex campaigns, helping teams manage multiple formats, versions and approval stages all in one place. Less room for miscommunication and error can only help increase speed to market and improve brand impact.

Building flexible, adaptable systems

When dealing with complex, fast-moving projects, flexibility is key. Outdated workflows and slow decision-making create bottlenecks, as well as an end product that may misrepresent the brand and even contravene regulatory requirements.

Equally, when we consider that brands need to maintain consistency across large volumes of campaign assets, there is no room for inflexibility. Multiple sizes, orientations, print processes and physical environments all need to be accounted for, particularly for FMCG brands managing high volumes of SKUs, frequent promotions or seasonal campaigns.

Consider, for instance, the additional marketing, promotions and limited-edition ranges that crop up throughout the festive season. This is a busy time for FMCG brands, and remaining flexible and adaptable is vital to ensure things run smoothly and remain competitive.

Advances in technology are making this shift easier. Whether it’s integrating data from different sections of the creative production process or changing tack when needed, a flexible approach is more likely to result in an efficient and agile system, reduced costs and increased speed to market for all brand assets.

Collaboration is crucial

Tying this all together, at the core of connected workflows, is collaboration and communication.

Establishing strong partnerships with suppliers, distributors, retailers, design teams and other stakeholders helps enhance co-ordination and responsiveness across the whole chain, helping FMCGs maintain creative production and brand control.

Maintaining regular communication and providing consistent updates is vital to ensure every element of the business is on the same page. In the past, businesses have relied on disconnected emails, spreadsheets and file transfers, all of which often created confusion and complications.

Now, online platforms allow collaboration to happen in one place, creating a clearer route from campaign brief to approved artwork and production. It may not seem that significant on the surface, but effective collaboration and communication are completely non-negotiable when it comes to creative and brand control.

Staying connected

Successful creative production and brand control can’t happen in a vacuum or through the strategy and actions of just one member of a team, it must be a collective effort.

And while this might seem challenging for a fast-paced industry relying on multiple moving parts at any given time, advances in technology are making processes more straightforward than ever.

Staying competitive in the complex and ever-growing FMCG sector relies on brand and creative production control – both of which are infinitely harder to achieve without connected workflows.