Eve Kolesova, Marketing and Category Managing Director at Henkel, joins Paul Skeldon to discuss the "Triple Win" framework in FMCG marketing. From the unique case of unlocking the DIY giant Screwfix to breaking down the critical difference between consumer observation and true behavioral insight, Yves shares how top brands are pivoting toward experiences, "treatonomics," and targeted shopper solutions in a shifting economic landscape.

Discussion points:

• The Triple Win Framework: How alignment happens when a brand simultaneously delivers an intuitive solution for the shopper, a category growth engine for the retailer, and sustainable sales for the brand itself.
• The Screwfix Breakthrough: The inside story of how Henkel spent two years unlocking a major DIY marketplace by co-developing a radically sustainable packaging innovation to fit the retailer's strict environmental mandates.
• Insight vs. Observation: Why what consumers say or do on the surface often contradicts their actual underlying behavior, and how to spot the difference to avoid internal strategic missteps.
• The Rise of "Treatonomics": Exploring the apparent contradiction of soaring premium coffee and luxury product sales during times of high inflation and low consumer confidence.
• The Death of the £50m TV Budget: Why massive blanket ad spend is losing its punch against ad-blocking, savvy consumers, and why the future belongs to subtle, targeted, and experience-led brand interactions.