It seems Ad agencies are streamlining their campaigns to fit the 'FMCG' umbrella, as trusted brands become more widely available and increasingly dispensable.

'Fast Moving Consumer Goods' can range from food and drink products to cosmetics and high turnover tech but if we delve a little deeper, we see categorical differences between staple household goods.

"...painkillers, car tyres and insurance aren’t FMCGs either. You don’t buy them because they’re stylish brands. You buy them because you’ve got a problem to solve. They are Distress Purchases."

Dave Trott, author of 'Creative Mischief' writes more.