Predictions 2014: Premier Foods' Claire Harrison-Church on big brand ideas

Claire Harrison-Church, category business director, sweet at Premier Foods, reveals her predictions for 2014.

Premier Foods' Claire Harrison-Church
Premier Foods' Claire Harrison-Church

The biggest challenge facing our industry is having the space, time and confidence to develop big brand ideas, and this is even more important for ever for FMCG brands. I think budgets will increase in 2014 as ideas build and build.

It's not so much the media channel as the strength of the creative idea. It's great to work with media companies to jointly develop those ideas. The most surprising thing to happen in 2014 will be for everyone to suddenly stop talking about "The power of ..." (insert "big data", "content", "smartphones").