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Published: May 15, 2020

Advantage Group InFocus Curated Content Platform Logo

As Advantage Group continues to support the business-to-business customer engagement objectives of supplier and retail clients amid these testing times, they announce the launch of their curated content platform, InFocus.

The new platform, which was soft-launched in early April, brings together the most pressing crisis-related news stories from around the world and packages them into brief, editorialized summaries which include Advantage’s perspective on how the stories are impacting the industry. InFocus helps FMCG professionals cut through the vast amount of COVID-19 related content and focus on what is relevant and actionable for their business.

Designed to give readers free access to Advantage’s industry intelligence, InFocus is published every Wednesday and leverages the insights of Advantage’s global network of in-market leaders. In each week’s ‘Voices on the Ground’ segment, a different Advantage Market Leader is profiled to gain their perspective on how the coronavirus crisis is impacting life for consumers and the businesses of suppliers and retailers. This local market intelligence allows readers in other regions to understand firsthand the challenges impacting other markets and apply these lessons to their own fight against the pandemic.

Many CPG suppliers and retailers across the globe have stepped up in these challenging times to support their respective communities. In the segment ‘A Pulse on Big Brands’, Advantage provides tweet-length updates on steps suppliers and retailers are taking to support frontline workers, small businesses, vaccine research and other healthcare efforts during the crisis.

“We know suppliers and retailers are working tirelessly to solve critical problems. Our research proves that their priorities have shifted significantly to focus on getting products onto store shelves and delivered to homes—all while doing everything to ensure employee and consumer safety. Our goal with InFocus is to consolidate the virus-related news relevant to suppliers and retailers into one digestible source. With all this information in one place, we believe that businesses will gain perspective into what is impacting the industry at large and how the best brands are adapting to respond” says Cristina Avila, Marketing Director, Advantage Group.

In a time of mass information and mass anxiety, Advantage is stepping up to its role as the leading advisor in B2B relationships by offering an easier way to stay informed about the state of the FMCG industry and providing guidance and opportunities amidst the uncertainty.


About Advantage Group International

Advantage Group is the leading advisor in business-to-business engagement globally. Over 30 years ago, in Toronto, Canada, founder Ron Pirie championed the belief that businesses work better together when they commit to actively listening and responding to each other’s feedback. Ron’s idea to have retailers rate and rank their suppliers was first conceptualized on a pizza box. Not long after, fast-moving consumer goods suppliers and retailers throughout North America began recognizing that engaged and measurable relationships are foundational to business performance. Today, our relationship measurement capabilities have become the gold standard for improving business-to-business engagement in over 40 countries.