The CPG Guys are joined in this episode by Kheri Holland Tillman, Chief Marketing Officer of Primo Brands & David DeMuth, CEO of Doner Partners Network.

This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.

Follow Kheri on LinkedIn at: https://www.linkedin.com/in/kheri-holland-tillman-1601563/

Follow Primo Brands on LinkedIn at: https://www.linkedin.com/company/primobrands/

Follow David DeMuth on LinkedIn at: https://www.linkedin.com/in/david-demuth-a7110b6/

Follow Doner Partners Network on LinkedIn at: https://www.linkedin.com/company/doner-partners-network/

Kheri & David answer these questions:

1. How do you each define creativity today — especially in a world driven by data, retail media, and performance metrics?
2. From your brand and agency perspectives, how can creativity and commerce actually work in harmony, not in conflict?
3. What does a modern, high-functioning brand–agency relationship look like in 2025?
4. What do you both wish more agencies/brands understood about each other when it comes to delivering real business outcomes?
5. How do you align around both short-term wins and long-term brand equity?
6. Retail media is reshaping the CPG marketing funnel — how is it influencing creative strategy? Are agencies ready for the retail media revolution? And are brands equipped to lead it creatively?
7. What happens when the same campaign has to live on TikTok, an RMN banner, and a store display? How do you protect the idea across platforms?
8. How does Primo balance bold brand-building with the need to drive measurable business results?
9. How do you measure the impact of emotional resonance — and justify investment in brand storytelling in a ROAS-heavy world?
10. What does  sustainability mean to you? How are guys practicing it out 
11. What’s one emerging trend — in consumer behavior, media, or creative — that excites you most right now?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
https://massmarketretailers.com/#/portal/signup

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.