How Tiny Startups Like Hello and 800Razors Are Stealing Share From CPG Giants

 In International
Craig Dubitsky may represent big packaged-goods companies’ worst nightmare, but there’s a good chance they may not have even noticed him. He’s a small part of a big movement — an insurgent group of digitally enabled entrepreneurs gnawing away at the dominance of multibillion-dollar brands and their giant marketing budgets.
The former commodity trader has been nosing around their turf for over a decade. Mr. Dubitsky, age 47, became a board member and adviser to Method, maker of green cleaning products, when its founders were still working out of their apartment in 2001. Later he co-founded lip-balm marketer Eos (Evolution of Smooth); joined the board of alternative over-the-counter drug marketer Help Remedies; served as chief marketer of snack startup Popcorn Indiana; and most recently founded Hello oral-care products.  Advertising Age – Read more…

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