EVRYTHNG, the product cloud that connects consumer products to the Web to make them intelligent, interactive and trackable, today announced former Ogilvy Worldwide Managing Director, Keith Turco, has joined the company as President and Managing Director Americas. Turco brings world-class leadership in business growth and proven expertise in digital transformation applied in marketing for some of the world’s largest consumer brands.
“We’re on a mission to digitally switch-on every one of 4+ trillion consumer product items produced every year, unleashing unprecedented intelligence for the companies that make and sell them and providing consumers with insight and new experiences,” said Niall Murphy, CEO and Co-founder, EVRYTHNG. “Working with global brands like Ralph Lauren, P&G, ABinBev and PUMA, we’ve enabled billions of products to be ‘born-digital,’ providing real-time data intelligence and supply chain traceability while giving consumers the authenticity, transparency and personalized digital experiences they demand. Keith brings a unique vision and an incredible depth of experience to EVRYTHNG’s mission, a huge asset for both our team and our customers.”
“EVRYTHNG is leading the digital transformation of the consumer products industry, something that I’ve been evangelizing among the world’s largest brands for more than a decade,” said Keith Turco, President and Managing Director Americas, EVRYTHNG. “Consumers are seeking transparency and authenticity, while brands are seeking visibility into the journeys of individual products from production to consumption. Historically, the aggregation and sharing of this data hasn’t been easy or cost-effective. EVRYTHNG changes this paradigm — creating a truly reciprocal relationship between the consumer and the brand.”
Before serving as executive vice president and worldwide managing director of Ogilvy & Mather, Turco led the global expansion and ultimate acquisition of digital marketing agency, Gyro by Dentsu. As president, Turco grew Gyro’s New York office from satellite status into the company’s global headquarters. An expert digital marketer who pioneered the concept of digital transformation before it was ‘cool,’ Turco has spent much of his career demystifying its power for brands across industries.
“Consumers are looking for new and authentic brand experiences and the convenience of on-demand services while expecting transparency and sustainability. Even if a brand puts in the effort to do all the right things during sourcing and production — making that information accessible to the consumer hasn’t been easy,” said Turco. “By switching on the world’s consumer products, EVRYTHNG provides a scalable path for brands to resolve this need.”
The Digital ‘Switch-on’ of the Consumer Products Industry
The EVRYTHNG Product Cloud allows consumer product brands to digitize products at scale. By giving every product a unique Active Digital Identity™ at the time of production, brands now have a real-time view of the entire product lifecycle, enabling unprecedented tracking and authentication of every single item from factory source to consumer to recycling and reuse, making supply chains more efficient, agile and faster — a critical factor in a world where sustainability is demanded and circularity is the goal. For example, global apparel leader Ralph Lauren has partnered with EVRYTHNG to connect its full product portfolio to the web — assigning each product item a unique digital identity in the EVRYTHNG Product Cloud. The scale, depth, and ubiquity of Ralph Lauren’s product digitization strategy are groundbreaking.
To bring the massive impact of product digitization to the forefront, EVRYTHNG co-chaired the GS1 standards development process that yielded GS1 Digital Link and is now the first platform to allow consumer product brands to digitize products at scale. GS1 Digital Link upgrades the ubiquitous barcode used by two million manufacturers on more than 4-trillion product items per annum, so that every product item can now be smartphone-interactive, transact with point-of-sale systems and connect to the web — all with one code on the product.
The world’s largest producer of Atlantic salmon, MOWI and EVRYTHNG rolled out the first mass-scale application of the new GS1 Digital Link standard. It is the first end-to-end food traceability platform to deliver full visibility into the provenance of salmon bought and consumed by customers worldwide. In a world where trust is a defining commodity, the level of transparency Mowi has achieved will fast become the new normal for every consumer product.
EVRYTHNG helps consumer product brands operate with data-driven intelligence and agility while building direct-to-consumer relationships through the digitization of their products. The EVRYTHNG Product Cloud manages an Active Digital Identity™ for each product item, gathering and applying data from sourcing and manufacturing to the consumer to recycling or reuse. Global consumer brands in apparel, beauty, CPG, and wine & spirits work with EVRYTHNG to manage billions of product items, gaining visibility across their supply chains, providing transparency and traceability, and connecting directly with their customers through their products. EVRYTHNG has been named a Technology Pioneer by the World Economic Forum, originated the technology driving the GS1 Digital Link global barcode upgrade, and was recently identified as one of the 50 most disruptive companies in the UK. Learn more at https://evrythng.com and @EVRYTHNG.
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