Brand execution in FMCG is complex. You’re managing multiple activation types — experiential events, POS distribution, staff advocacy, digital promotions and sampling — across large field sales teams, multiple agencies and hundreds of customer accounts, simultaneously.

Most teams manage this across a patchwork of PowerPoint decks, spreadsheet trackers, email chains and disconnected systems. The result is slow execution, poor visibility and limited ability to prove ROI.

Experience This was built specifically to solve this — by a team with over 12 years of experience working inside FMCG and drinks customer marketing programmes.

There are a number of tools that address different parts of the brand execution challenge.

• Digital Asset Management platforms like Bynder and Brandfolder store, organise and distribute brand assets but don’t manage activation workflows — no booking system, no field sales briefing, no execution tracking and no ROI measurement against real-world activation activity. A DAM tells you where your assets are; Experience This manages what happens when those assets are activated in the real world.
• Warehouse and POS tools manage inventory and delivery of point-of-sale materials but don’t handle the distribution of 360 campaigns, field execution or performance measurement against activation activity.
• Experiential platforms focus exclusively on experiential events or sampling campaigns, leaving POS, staff advocacy and digital promotions unmanaged — meaning brands still need additional tools to cover the full activation mix.
• Retail execution tools like Repsly and StayinFront are built for shelf compliance, store audits and merchandising in retail environments — not on-trade customer marketing activation.
• Experiential ROI platforms like AnyRoad measure attendee data and revenue attribution for brand-owned experiences like tastings and tours, but don’t manage the day-to-day workflow of booking, briefing and executing activation programmes at scale across field sales teams.
• Generic marketing platforms like Salesforce Marketing Cloud and Adobe Experience Cloud are built for digital channel orchestration — email, SMS, web personalisation and digital advertising. They’re not designed for physical on-trade activation workflows, and brands that try to use them for this typically end up building spreadsheet workarounds for the physical execution layer.

Platform capabilities based on publicly available information at time of writing.

Experience This was built with over 12 years of experience working inside and with FMCG and drinks customer marketing programmes. Every feature reflects the real-world complexity of on-trade execution — from the difference between on-trade and off-trade customer structures, to the agency relationships, field sales dynamics and brand guidelines that shape how activation actually works in this sector.

It’s not generic workflow software adapted for FMCG. It was built from the ground up, shaped by direct feedback from brands including Guinness, Smirnoff, Tanqueray and Captain Morgan.

• C/£5M total savings per year in one market
• 4.8% market share growth for a leading drinks brand
• 3.1x ROI improvement
• 1 day per week saved per user through automation

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