Portrait of Paul Hiebert

Paul Hiebert

Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment. He has a background in market research, and his writing has appeared in The New Yorker, The Atlantic and Slate.

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How a University Counselor Landed at The Hershey Company

Leadership & Talent

How Ryan Riess went from art history to counseling to the candy giant.

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Cleaning Has Changed From a Chore to an Act of Care for Loved Ones

Year in Review

The industry is pushing this subtle yet significant shift in perception.

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General Mills Promotes Doug Martin to Chief Brand and Disruptive Growth Officer

Leadership & Talent

Martin's responsibilities include overseeing consumer experience and building modern brands.

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PepsiCo Proves Slam Dunk for LeBron James as He Expands Role to Rep Another Brand

CPG & Grocery

A new spot for Ruffles is set to debut Christmas Day.

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How Legacy Packaged Food Brands Plan to Maintain Momentum in 2022

Year in Review

With a mix of innovation, TikTok and balancing health with indulgence.

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Coca-Cola Launches First U.S. TikTok Challenge

CPG & Grocery

#ShareTheMagic features Grammy-nominated artist Khalid.

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Ultrafast Grocery Delivery Shifts How People Think About Shopping for Everyday Essentials

CPG & Grocery

It's never been easier to get a bottle of Gatorade or bag of pretzels while lounging on the couch.

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Marketing Morsels: Musical Food, Reese’s University and More

Advertising

Musical food, Reese's University and more on this week's Marketing Morsels.