The CPG Guys

The CPGGUYS are joined in this episode by Liz Roche, VP for media and measurement at Albertson's media collective. AMC was the amongst the first to work with IAB to establish metrics and measurement standards. Claire Wyatt is replaced by Liz, and we spoke to her day one on the job - yes, we mean day one, week one at CES live.

Find Liz Roche on Linkedin at : https://www.linkedin.com/in/eroche1/
Find AMC on Linkedin at : https://www.linkedin.com/company/albertsons-media-collective/
Find AMC online at : https://albertsonsmediacollective.com/

Here's what we asked her :
1. Today, Albertsons announced you in your new role. What intrigued you about both AMC and the role that you are entering?
2. You’ve spent your career working at agencies, service and social media platforms. Retail is an entirely different animal. How are you engaging with your product, client management and merchandising counterparts to ensure that you are delivering against organizational priorities?
3. How do you see measurement playing a pivotal role in accelerating the growth of retail media? What has been holding back brands from making retail media a larger part of their marketing strategy?
4. What are you hoping to bring to Albertsons Media Collective that will build upon the foundation already established around media measurement?
5. A recent update from eMarketer showed that collectively, all but the top 2 RMNs are accounting for only 15% of the retail media spend from CPG brands. How do you see that changing in the next few years? Do you see growth coming more from share change or overall vertical growth?
6. What are some of the trends occurring in our industry that you will be focused against in terms of your role at Albertsons Media Collective?

Please contribute to the Red Cross Disaster Relief Fund here: https://americanredcross.donordrive.com/campaign/CPG-Retail-Fires

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/

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. 

The CPG Guys feature a special episode that our very own Sri Rajagopalan hosted with his Thinkblue partner Manish Sharma & Greg Welch - partner at Spencer Stuart in the executive practice. They had a discussion on how board seats, CEO's, and C-suite leaders are found and placed at the world's largest market cap brands.

Find Greg Welch on Linkedin at : https://www.linkedin.com/in/gwwelch/
Find Spencer Stuart on Linkedin at : https://www.linkedin.com/company/spencer-stuart/posts/?feedView=all
Find Spencer Stuart online at : https://www.spencerstuart.com/

Here's what we asked him :
1. Leadership Journey :  to start off, can you share a defining moment in your career that shaped your leadership style?
2. Industry Insight : From your perspective, what qualities or traits do you see consistently in people who go on to become great leaders?
3. Mentorship and Growth : "Who has been the most influential mentor in your journey, and what key lesson did they impart to you that still influences your leadership approach today?
4. Leadership Philosophy : "How would you succinctly describe your leadership philosophy, especially considering the unique role you play in helping organizations find their future leaders?
5. Talent Identification : what specific qualities or behaviors stand out to you that indicate a person has the potential for greatness?
6. Leadership Challenges : Could you share a significant challenge you encountered during your career, and how you approached overcoming it?
7. Nurturing Leadership in Others
"How do you identify and nurture emerging leaders within an organization, especially when you're tasked with finding someone who fits both the culture and the leadership needs of a company?"
8. Future of Leadership
"Looking ahead, what qualities do you believe are going to be the most important for leaders to succeed, especially as the workplace evolves with technological advancements and changing workforce dynamics?"
9. Personal Growth and Development
"Greg, even with all your experience, how do you continue to grow and develop as a leader? What drives your personal growth?"
10. Cultural Fit
"Given the diversity of leadership styles and company cultures, how do you assess whether a leader is the right cultural fit for a specific organization?"
11. Emotional Intelligence  

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

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. 

The CPG Guys are joined in this episode by Jacquelyn Baker, CEO of Omnicom Commerce, a Flywheel Commerce company. Omnicom Commerce consists of Tracy Locke, Hagarth & TPN agencies.

Specializing in designing compelling brand experiences for both owned andthird- party (3P) retail environments, Omnicom Commerce blends brand building with commerce, driving discovery, loyalty, and conversion to help brands scale effectively.

Follow Jacquelyn Baker on LinkedIn at: https://www.linkedin.com/in/jacquelyn-baker-a5b6811b/
Follow Omnicom Commerce online at: https://omnicomcommercegroup.com/
To see Curt Monk on LinkedIn go here: https://www.linkedin.com/in/curt-munk/

Read Jacquelyn's White Paper " Is Private Label the Enforcer of the Retail Mafia?" https://drive.google.com/file/d/1vq6Cy6sNSVMNWg8bQ1rFafHk7Zq1UhKu/view?usp=sharing

JB answers these questions:

1. Up to this point, the debates and discussions between brands & retailers around retail media investment have centered around the levels of platform sophistication, the questions surrounding measurement standards and reliability, and of course cost. Are we at a point that we have reached a new echelon, where in the world of retail media we should be discussing a major existential threat to brands…private label?
2. Over the past three years, retailer private label consumer packaged goods (CPG) have seen significant growth, accelerated by changing consumer behavior and economic pressures.What has happened to the share of wallet/stomach that private label commands in the US market?
3. Has private label been changing its game of late in terms of being a credible national brand alternative and if so, how?
4. With this as the backdrop and as retail media networks continue to push to unlock more brand spend, does the industry need to  evolve to bring the retail merchants and the media sellers closer together?
5. What must the brand manufacturers do in collaboration or negotiation with their retail customers to realign that balance of power with private label and the value proposition that each player in the shopper ecosystem delivers? What are the levers at the disposal of brands?
6. Looking forward, what trends in CPG national brands and private label are you most interested in following that will transform everything we have covered in our discussion today?

Please contribute to the Red Cross Disaster Relief Fund here: https://americanredcross.donordrive.com/campaign/CPG-Retail-Fires

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/

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. 

The CPG Guys are joined in this episode by Omar Haque, VP & GM of omnichannel at Bimbo bakeries. He is a CPG executive with over 20 years of experience across all things digital – CPG, eCommerce, DTC, Online Grocery, Retail Media, Omnichannel. Over the last 12+ years, first at Colgate Palmolive and now at Bimbo Bakeries, he's been shaping the online future of CPG/FMCG, by focusing on new Shopper & Consumer Experiences, Customer Engagement and Strategy Execution.

Find Omar Haque on Linkedin at : https://www.linkedin.com/in/omarnhaque/
Find Bimbo bakeries on Linkedin at : https://www.linkedin.com/company/bimbo-bakeries-usa/
Find Bimbo bakeries online at : https://bimbobakeriesusa.com/

Here's what we asked him : 

1. Retail media - growing, shrinking - how have you had to handle this - what is now a phenomenon. 
2. How are you looking at Omnichannel holistically and building retail JBP plans vs ecommerce?
3. Within retail media are we still primary search or is there diversity of inventory?
4. How is click and collect going? Any recommended tactics to drive it and basket behavior?
5. How is the overall pure play business going? Has grocery made a dent yet? 
6. How has innovation been in the Omnichannel space? What new tech capabilities are you using? 
7. What trends are you following these days? How are you leveraging AI for growth?
8. 2024 - how did it go? Where is ecommerce and where have you been focused?

Please contribute to the Red Cross Disaster Relief Fund here: https://americanredcross.donordrive.com/campaign/CPG-Retail-Fires

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/

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. 

The CPGGUYS are joined in this episode by FMI CCO Mark Baum. FMI, the food industry association, provides leadership to retailers and wholesalers of food, beverage, and consumer products, along with their manufacturer/supplier trading partners, by facilitating growth and collaboration, and promoting their role in feeding families and enriching lives.

Find Mark Baum on Linkedin at : https://www.linkedin.com/in/mark-baum-28b8822/
Find FMI on Linkedin at : https://www.linkedin.com/company/fmithefoodindustryassociation/
Find FMI online at : https://www.fmi.org/

Hear Mark's earlier episode with Liz Buchanan from NielsenIQ on retail media here : https://podcasts.apple.com/az/podcast/retail-media-insights-with-fmis-mark-baum-and/id1517335575?i=1000675428315

Here's what we discussed with Mark : 
1. A lifetime of leadership. Take us through the years and how you got to FMI.
2. There’s few closer to the industry’s challenges than you. What are today’s challenges for retail? 
3. Retail media : love it, hate it - it’s occupying mindshare. Demystify what matters here and why is it so important?
4. Let’s talk FMI - what are your pillars of strategic influence in the industry?
5. How does FMI accomplish outreach to brands and retailers? Why should brands be investing more with FMI? I believed it was the sensible thing to do.
6. With upcoming changes in government, how are you preparing to engage with all the constituents your serve?
7. How does FMI stay abreast of trends in the industry? How does your staff get trained? What trends are you following? 
8. Tell us finally about all year events, education and programming you offer to your stakeholders? Who should take advantage of what?

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/

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. 

The CPG Guys are joined in this episode by Michael Zakkour, Founder & Chief Strategist of 5 New Digital, a consulting firm that focuses on short-term engagements that empower our clients to quickly break down the walls between online and offline commerce to reimagine how retail, D2C, technology, supply chain, content, and consumption must work together.

Follow Michael Zakkour on LinkedIn at: https://www.linkedin.com/in/michael-zakkour-150b865/
Follow 5 New Digital on LinkedIn at: https://www.linkedin.com/company/5-new-digital/
Follow 5 new Digital online at: https://www.5newdigital.com/
See Michael’s December 2024 appearance on CNBC here: https://www.linkedin.com/feed/update/urn:li:activity:7278099887710240768

Michael answers these questions:

1. Tik tik the clock is ticking, What is the effect of tiktok being non accessible in the US?.
2. Let’s touch the M&A world - we’ve seen some big ones, some failed ones, now we hear of Mondelez - Hershey’s : is this the formula for growth ? 
3. Can we dive into the far east and commerce there - what are trends you are following?
4. What’s next for our industry with AI? Where is the next disruption evolving with AI?

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/

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. 

The CPG Guys are joined in this episode by Michael Zakkour, Founder & Chief Strategist of 5 New Digital, a consulting firm that focuses on short-term engagements that empower our clients to quickly break down the walls between online and offline commerce to reimagine how retail, D2C, technology, supply chain, content, and consumption must work together.

Follow Michael Zakkour on LinkedIn at: https://www.linkedin.com/in/michael-zakkour-150b865/
Follow 5 New Digital on LinkedIn at: https://www.linkedin.com/company/5-new-digital/
Follow 5 new Digital online at: https://www.5newdigital.com/
See Michael’s December 2024 appearance on CNBC here: https://www.linkedin.com/feed/update/urn:li:activity:7278099887710240768

Michael answers these questions:

1. As 2024 comes to an end, we’d love to reflect on how this holiday season has gone for brands and retailers? What are you guys seeing?
2. As 2025 beckons, in the center store world it’s all retail media, volume challenges, you see so much more, what worries you and whats exciting?
3. We’ve hinted at unified commerce. What is it, and can you give us a full retail example? In your experience are brands working towards unified commerce?
4. How do today’s oversized overscaled brands adapt in the tight dividend focused P&L world they are in?

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/

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. 

The CPG Guys are joined in this episode by Emma Irwin from Flywheel digital to recap all things omnichannel & retail in 2024. Emma is also host of the podcast 'Commerce collective'.

Find Emma Irwin on Linkedin: https://www.linkedin.com/in/emma-irwin-b950a397/
Find Flywheel on Linkedin: https://www.linkedin.com/company/flywheel-digital/posts/?feedView=all
Find Flywheel online: https://www.flywheeldigital.com/
Find the 'Commerce collective' podcast: https://podcasts.apple.com/us/podcast/the-commerce-collective-podcast/id1633426767

Here's what we discussed : 

1. Clean Rooms  
2. Black Friday Cyber Monday
3. In-store Media 
4. AI in Search
5. Influencer Economy
6. TikTok Shop
7. Is RMN investment moving from trade to brand?
8. Shein & Temu
9. Streaming TV

To attend the CES Breakfast Briefing Event, sponsored by CVS Media Exchange, on Wednesday Jan 8, email us at [email protected]

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/

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. 

The CPGGUYS are joined in this episode by industry analyst Andrew Lipsman. With a decade plus of observing and analyzing the omnichannel market and retail transformation, he is arguably one of the most revered analysts of our time. We have a deep dialogue on the year that passed us by and who the retail media winners were and how they ascended to leadership.

Follow Andrew Lipsman on Linkedin : https://www.linkedin.com/in/andrew-lipsman-10b2162/
Follow Media, Ads and Commerce on Linkedin : https://www.linkedin.com/company/media-ads-commerce/
Follow Media, Ads and Commerce online : https://mediaadsandcommerce.substack.com/

To register for the CPG industry's first exec ed program on retail media at Cornell : https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/

We discuss :
1. So as 2024 comes to an end. RMN’s continue to be top of mind, most of the industry doesn’t truly understand it - what is a quick summary of 2024 and RMN’s?
2. You just conducted a simple survey on RMN spend, and quite a few respondents came back with answers. What’s the motivation behind why a survey now and what did the survey focus on?
3. You travel quite a bit to retail and brands and I see you at all major conferences. Was 2024 the year where merchants started embracing RMN, accepting it and have we reached the stage where merchants and RMN’s are treating RMN like true media driving traffic vs lower funnel?
4. Where is the industry’s marketers these days on RMN? Have CMO’s and VP of brand marketing embraced RMN and investing for brand development vs only lower funnel?.
5. RMN’s and overall investments. Is the mood today to still be gung ho or operationally metrics driven? How do you feel about measurement and metrics overall in this space?
6. Ad inventory is another challenge - many commitments start with numerical agreements but not sufficient inventory to justify the investment at a given RMN - are we mature in inventory ? 
7. You've been a strong advocate for in-store retail media. Is this market finally ready for primetime? What’s new, what’s happening?
8. What’s next for our industry with AI? Where is the next disruption evolving with RMN and AI?

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/

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. 

The CPGGUYS are joined in this episode by Jeff Bustos, VP of measurement addressability. This episode takes on the questions on the industry of what's the latest on retail media, is it growing and is standardization and metrics a way of life now?

Find Jeff Bustos on Linkedin here: https://www.linkedin.com/in/bustosjeffrey/
Find IAB on Linkedin here  https://www.linkedin.com/company/iab/
Find IAB online here: https://www.iab.com/

To register for the CPG industry's first exec ed program on retail media at Cornell : https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/

We discuss :
1. Your career spanning Interpublic, WPP and Omnicom and now the king of measurement. Take us through the years from Florida international Univ through the years to IAB? What advice do you have for someone who wants to be in this RMN space?
2. With 2024 behind us, what is the state of retail media?
3. The word incrementality and iroas have floated around and net new to brands is another one. What’s your advice to brands on this?
4. Retail media and JBP’s - with merchants, stand alone, what’s the scoop?
5. How does the IAB collaborate with other industry stakeholders to set standards and best practices for advertising? How are the standards on measurements evolving?
6. Any frameworks or tools you like in this space?
7. How is AI impact this space? How is IAB following AI closely?
8. What’s the next a-ha in RMN’s - is it all instore, is it offsite inventory?

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/

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.