The CPG Guys are joined in this episode by Michael Lacorazza, CMO of U.S. Bank, the fifth-largest commercial bank in the United States & Mike Barrett, Co-Founder & Chief Strategy Officer at Supergood, a full-service advertising agency that combines human ingenuity and judgment with AIpower and insights.

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

Follow Michael Lacorazza on LinkedIn at: https://www.linkedin.com/in/lacorazza/

Follow U.S. Bank on LinkedIn at: https://www.linkedin.com/company/us-bank/

Follow Mike Barrett on LinkedIn at: http://linkedin.com/in/michael-barrett123

Follow Supergood on LinkedIn at: https://www.linkedin.com/company/gosupergood/

Michael & Mike answer these questions:

1. How do you both define a brand today, in a world where consumers expect both meaning and measurable value?
2. How do you balance emotional storytelling with performance pressures in your respective industries?
3. If you could launch a co-branded campaign between Supergood and U.S. Bank — what would it look like? Wait – we have one, and it’s called ‘the power of US’- tell us all about it. Michael first, and then Mike – how did you help US Bank design this?
4. What are the most significant shifts you’re seeing in how consumers make purchase or financial decisions today — and how are you adapting?
5. How does trust play a role in your brand narratives, and how do you actively earn and maintain it? What advice do you have for our large brand audience on this given AI and its role in creativity today?
6. What can CPG learn from financial services about loyalty and long-term customer value which means so much for the financial sector?
7. With increasing pressure to prove ROI, how do you both think about the role of brand marketing in a world dominated by short-term metrics? What are your go-to KPIs that go beyond impressions and clicks — metrics that tell you your brand is actually growing?
8. What’s one emerging trend you’re watching closely — whether in consumer behavior, marketing tech, or creative culture?

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 ent

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.