The CPG Guys

The CPG Guys are joined in this episode by Brittain Ladd, an independent supply chain consultant working with the world's largest brands and retailers. He is very popular for his M&A predictions and ability to accurately stay connected with modern trends.

Follow Brittain Ladd on LinkedIn at: https://www.linkedin.com/in/brittainladd/

Brittain answers these questions:

1. Your career began in the United States Marine Corps where you served as a Tank Commander before reenlisting into the Infantry and ending as a Scout/Sniper with STA 2/8. You then earned a BA degree and eventually three Masters degrees. You have worked for Deloitte, Capgemini, Amazon, Dell, Michaels, and Kroger. You say leadership is what determines the ability of a company to succeed. Walk us through your beliefs about leadership.
2. Amazon and Walmart, who has the advantage and why?
3. What about Target? What should they be focused on?
4. Can’t complete this episode without talking drones. Has anyone figured this out or is it a mere fantasy?
5. Your posts on starbucks caught my eye. What is going on with the decline, and do they have a shot? No pun intended.
6. What are the latest advancements in retail technology? You have mentioned 345 Global in several of your posts; what makes them so unique?
7. What are instacart's long term prospects? Why are only 2% of all groceries purchased delivered to a home? What should a retailer do to make online grocery profitable?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com
Kavita's podcast: Spotify   Apple

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 and FMCG Guys collaboratively recap the recently concluded Shoptalk Europe conference. Sri Rajagopalan & Daniel Torres Dwyer attended the conference LIVE and are interviewed by CPGGUYS co-host Peter VS Bond as he digs deep on trends, retail participation and what's next.

Follow Sri Rajagopalan on Linkedin : https://www.linkedin.com/in/sri-rajagopalan-09a0062/
Follow Daniel Torres Dwyer on Linkedin : https://www.linkedin.com/in/danieltorresdwyer/

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com
Kavita's podcast: Spotify   Apple

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 Doug Jossem, Head of Food at Walmart Connect, the retail media arm of Walmart.

Follow Doug Jossem on LinkedIn at: https://www.linkedin.com/in/doug-jossem-2595574/
Follow Walmart Connect on LinkedIn at: https://www.linkedin.com/company/walmart-connect/
Follow Walmart Connect online at:  http://walmartconnect.com 

Doug answers these questions:

1. Take us through the years of your career development from CNN, Yahoo, Twitter, Comedy Central to WMC head of food. Any advice for those wishing to follow in your footsteps?
2. What does leadership for WMC in the food consumables space mean? How do you bring your authenticity to how you deliver for WMC?
3. What makes WMC a unique value proposition for brands? Why should they invest with you?
4. When brands invest with you, what measurement and metrics can they expect? How do you measure success?
5. Take us through the portfolio of on-site and off site offerings at WMC.
6. In store retail media is getting a lot of attention. What does this mean for WMC and how are you connecting with merchants on this?
7. WMC can be a national media provider for brands. How are you working your way to that? What makes the value proposition strong as a national media provider.
8. How do you see retail media evolving in the next few years? 

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com
Kavita's podcast: Spotify   Apple

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 Julie Bowerman, Chief Marketing Officer at Kellanova, a leading company in global snacking, international cereal and noodles, and North America frozen foods, with iconic, world-class brands and strong underlying growth momentum and profitability.

Follow Julie Bowerman on LinkedIn at: https://www.linkedin.com/in/juliebowerman/
Follow Kellanova on LinkedIn at: https://www.linkedin.com/company/kellanova/
Follow Kellanova online at: https://www.kellanova.com/us/en/home.html

Julie answers these questions:

1. What experiences do you think you learned over the years that are playing out everyday in your current CMO role? What advice would you give other young aspirants who wish to follow your footsteps?
2. How have personally adapted to this new normal and how are you bringing Kellanova along on its way there?
3. How are you approaching retail media given its complexity, its new focus on offsite and where does it belong on the MMM?
4. How are you prioritizing the digital shopper journey for innovation effectiveness and how does consumer insights inform your innovation development and portfolio?
5. What are some of the biggest challenges you face as a CMO of a snacks category brand? Where do you see the greatest opportunities for growth and innovation in Kellanova's marketing efforts?
6. How does Kellanova and you approach brand building and maintaining a positive brand reputation in today’s social media led consumer connection?
7. What characteristics do you look for in team members and leaders that can work with you collaboratively to develop brand Kellanova. What advice do you have for other leaders listening to this?
8. What emerging trends do you believe will have the biggest impact on marketing in the near future? How are you to adapt to these trends and stay ahead of the curve?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com
Kavita's podcast: Spotify   Apple

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 the cheif revenue officer of ibotta, Chris Jensen. ibotta is a leading performance marketing platform that has delivered more than $1.8 billion in cumulative rewards to its users. Launched in 2012, ibotta has more than 50 million downloads, is one of the most frequently used shopping platforms in the United States, and offers cash back on purchases on more than 3,000 leading brands and retail partners.

This episode is sponsored by ibotta.

Follow Chris Jensen on Linkedin at ; https://www.linkedin.com/in/chrisj-jensen/
Follow ibotta on Linkedin at : https://www.linkedin.com/company/ibotta-inc-/
Follow ibotta online at : https://home.ibotta.com/

Here's what we asked Chris ; 

1. ibotta is positioned very differently from traditional couponing mechanisms. How do you feel Ibotta’s unique business model drives value for brands and consumers?
2. How has Ibotta grown and evolved from a start-up to now a public company. How does this impact clients and consumers? 
3. Brands, consumers and retailers alike are experiencing pretty unique headwinds right now. How do you think that ibotta’s performance marketing approach drives value in ways that some other tactics cannot, both generally as well as in this current climate? 
4. What role does ibotta play in driving consumers to explore additional or new products within a brand’s portfolio?
5. How can ibotta tailor its cross-category promotions to meet the diverse needs of today’s consumer and ultimately drive portfolio penetration for brands?
6. You bring an interesting perspective, having been at Whole Foods and really pioneering some of their performance marketing there and now leading the Revenue team at ibotta. Given those experiences, what lessons do you share with brands about incrementality?  about basket building? 
7. With the rise of eCommerce and direct-to-consumer brands, how is ibotta poised to remain relevant and drive value for brands? 
8. In what ways does ibotta incentivize repeat purchases and loyalty amongst households? How does this contribute to sustained penetration for brands?
9. How does ibotta work with brands to design programs that resonate with different household demographics and drive penetration in key markets?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com
Kavita's podcast: Spotify   Apple

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 Andrew Lipsman, an independent analyst and founder of  media, ads + commerce. Andrew is ex-marketer and the author of many a report on which many have made investment decisions over the last few years on their ecommerce and omnichannel retail investment budgets.

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

Here's what we covered : 

1. We always associated you with Emarketer and the great insights you provided. You’re independent now like me, how is the difference? 
2. Hot topic - what’s the latest news on retail media? What should we be paying attention to?
3. You recently presented some provocative insights on incrementality measurement at the Path to Purchase Future Forward Summit. What can you tell us about that?
4. What’s going on with Instacart? IPO is in the rear view mirror. The stock has done well. What should we expect next as we haven’t really seen a substantial expansion of coverage? If anything there’s been a decline in business.
5. Amazon fresh is next - new store announcement happened. Seems to be a teeter totter. If grocery is to be figured out it’s through fresh, though core grocery is growing rapidly. What to make of this? 
6. Walmart connect is growing rapidly and we can now safely say it’s ad units are full funnel. What’s it gonna take to be considered by brands as bona fide national media? 
7. You've been a strong advocate for in-store retail media. Is this market finally ready for primetime?
8. What’s next for our industry? Where is the next disruption evolving?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com
Kavita's podcast: Spotify   Apple

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 Liz Buchanan, President, North America at NielsenIQ, the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and full retail  tracking/measurement while revealing new pathways to growth.

This episode is sponsored by NielsenIQ.

Follow Liz Buchanan on LinkedIn at:
Follow NielsenIQ on LinkedIn at:
Follow NielsenIQ online at:

Liz & Sri recap the key learnings from NIQ's recent Consumer 360 #C360 event.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com
Kavita's podcast: Spotify   Apple

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 Kim Cox, Managing Director for North America eCommerce at NielsenIQ, the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and full retail  tracking/measurement while revealing new pathways to growth.

This episode is sponsored by NielsenIQ

Follow Kim Cox on LinkedIn at: https://www.linkedin.com/in/kim-cox-nielsen
Follow NielsenIQ on LinkedIn at: https://www.linkedin.com/company/nielseniq/
Follow NielsenIQ online at: http://nielseniq.com

Kim answers these questions:

1. How would one define full view measurement, what would be included and what wouldn’t be?
2. Take us through the years of evolution of full view measurement, what makes NIQ an unique provider of full view measurement.
3. I want to double down on ecommerce - Amazon obviously is the behemoth here and a brand should not be looking at comprehensive share with Amazon coverage. Give us details of your ecommerce coverage and how you go about acquiring datasets. Why would this be assumed to be reliable in total share measurement?
4. Talk to me about NIQ product insider. Who is the target audience for it and how does it cover generational gaps that instore alone solutions may have?
5. Talk to us about what is the Amazon climate friendly pledge, and amazon pharmacy, how does NIQ go about responding to this level of attribution required and coverage?
6. Let’s get a sneak peek into dashboarding and reporting in full view coverage for ecommerce. What can users expect - give us the type of metrics one can see.
7. Can full view measurement and product insider give a sales person the ability to do a drivers analysis on casuals and chase the root cause of lack for growth
8. How do you see coverage evolving, what are you’ll working on and how does NIQ stay an elite partner of choice for full coverage and retail measurement.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com
Kavita's podcast: Spotify   Apple

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 Molly Hjelm, Head of Ad Sales at Dollar General Media Network, Cely Moreno-Mosier, Sr Director of Omnichannel Marketing & Retail Media Partnerships at Pepsico & Ellen Mulryan, Sr Director of Retail Data Partnerships at The Trade Desk

Follow Molly Hjelm on LinkedIn at: https://www.linkedin.com/in/mollyhjelm/
Follow Cely Moreno-Mosier on LinkedIn at: https://www.linkedin.com/in/cely99/
Follow Ellen Mulryan on LinkedIn at: https://www.linkedin.com/in/ellenmulryan/

Molly, Cely & Ellen answers these questions:

1. Cely, what has it been like to immerse in retail media and omni marketing coming from that background?
2. Molly/Ellen, From your perspective(s), for brand advertisers, what is the value of including retail audiences in National Media?
3. Cely, From your perspective, what are some of the challenges the industry is facing right now in executing Retail Media Audiences in National Plans? From your perspective, what needs to be true to scale their use?
4. Molly, Can you share a little more about Dollar General’s approach when it comes to engaging with shoppers offsite? What’s new since you were on the show a few months ago? 
5. Ellen - talk to us about how TD enables self serve access and how this has developed over the years - is this the future?
6. Cely, Why would an advertiser want access to retail data in this way? (via self-serve)
7. Molly, as an omnichannel retailer, making your audiences available for offsite through a partnership like TTD could be daunting (I can imagine), because you lose a bit of the control over the execution and the discussion with your shopper. Do you agree?
8. Selly, What advice would you give a brand that is looking to do something innovative to the Better with Pepsi Campaign? How did your partnership with the TD make this easy to work on for Pepsi?
9. What are some of the industry trends you are watching in terms of how omnichannel consumer engagement is shaping up especially with retail media?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com
Kavita's podcast: Spotify   Apple

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 Sean Halter, Founder & CEO of MIO marketplace,  your one stop shop for brand, agency and providers. With a concept of a 'campfire' meetup between CMO's, Agencies and providers, MIO is your solution for comprehensive, cross platform media spend management. Sean is also the host of the show 'CMO suite' found on all major podcast platforms.

Follow Sean Halter on LinkedIn at: https://www.linkedin.com/in/seanhalter/
Follow MIO marketplace on LinkedIn at: https://miomarketplace.com/

Sean answers these questions:

1. Sean, so let’s dig into your background - take us from the early days of radio media sales to founding Mio marketplace.
2. So youconnex clearly is an agency focused on developing content and media execution. Give us examples of work done and order of magnitude of how long each effort takes.
3. Mio marketplace is your latest venture. You call it a toolkit for agencies and brands. What’s in the toolkit - give us details of why agencies and brands should be using it.
4. On miobites Sundays you’ve referred to ‘campire’ as a concept for CMO’s, brand VP’s, agencies to connect and develop brand equity. What is this concept?
5. Take us through the various pieces of a marketing mix model and how both companies and capabilities will deliver against the different elements.
6. RMNs - hot hot hot today How are you working with RMN’s - should they be on Mio marketplace and why?
7. Why is content the most impportant  part of marketing and how does it influence upper funnel through the funnel to close the deal with consumers? Both you and I heard Gary Vee echo this loudly at possible.
8. The last question on the cpgguys is called fast forward - give us your take on how the media landscape transforms next few years and what should brands anticipate?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com
Kavita's podcast: Spotify   Apple

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.