The 11-part Closing the Gap podcast series brings to life issues that most marketers are now facing – the gap between how consumers are behaving and what business is delivering. Over the series, we’ll explore the seven key ways consumer behaviour has changed and what it means for marketers. To listen on iTunes click here, for the BrandHook Soundcloud page click here

The guest for episode 9 of Closing the Gap is Heinz Australia head of marketing, Sandra Arango. Sandra has a proven record as a global FMCG marketer and innovator. She also worked for 17 years at Proctor and Gamble prior to her current role at Heinz.

In this podcast, Sandra and BrandHook CEO Pip Stocks talk about the sixth way to Close the Gap between business and consumers: Iterative collaboration. Anchored in The Wisdom of the Crowd philosophy and starting with the consumer insight, co-creation is a powerful way of involving your customers and your people in brand growth.