The CPG Guys

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:How do you each define creativity today — especially in a world driven by data, retail media, and performance metrics?From your brand and agency perspectives, how can creativity and commerce actually work in harmony, not in conflict?What does a modern, high-functioning brand–agency relationship look like in 2025?What do you both wish more agencies/brands understood about each other when it comes to delivering real business outcomes?How do you align around both short-term wins and long-term brand equity?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?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?How does Primo balance bold brand-building with the need to drive measurable business results?How do you measure the impact of emotional resonance — and justify investment in brand storytelling in a ROAS-heavy world?What does  sustainability mean to you? How are guys practicing it out What’s one emerging trend — in consumer behavior, media, or creative — that excites you most right now?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signupSubscribe to Mass Market Retailers here:https://massmarketretailers.com/#/portal/signupDISCLAIMER: 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 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-barrett123Follow Supergood on LinkedIn at: https://www.linkedin.com/company/gosupergood/Michael & Mike answer these questions:How do you both define a brand today, in a world where consumers expect both meaning and measurable value?How do you balance emotional storytelling with performance pressures in your respective industries?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?What are the most significant shifts you’re seeing in how consumers make purchase or financial decisions today — and how are you adapting?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?What can CPG learn from financial services about loyalty and long-term customer value which means so much for the financial sector?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?What’s one emerging trend you’re watching closely — whether in consumer behavior, marketing tech, or creative culture?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signupSubscribe to Mass Market Retailers here:https://massmarketretailers.com/#/portal/signupDISCLAIMER: 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 en 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 Jamil Ghani, VP & Worldwide Leader of Prime at Amazon.Follow Jamil on LinkedIn at: https://www.linkedin.com/in/jamilghani/Follow Amazon on LinkedIn at: https://www.linkedin.com/company/amazon/Jamil answered these questions:How do you define the core value proposition of Prime beyond loyalty—what makes it truly unique? With Prime Day expanding to four days in 2025, what metrics will you use to measure success this year? Prime Day now spans 26 countries. How do you prioritize market expansion (e.g. Ireland, Colombia)? You’ve described inventory placement and last-mile enhancements as key to faster delivery—what’s been the biggest operational challenge?How do you balance speed of delivery with minimizing out-of-stock experiences during peak events like Prime Day? How is AI reshaping personalization in Prime—especially for recommendation engines and support chatbots like “Rufus”? What are the “six pillars” that Prime uses to foster an innovative mindset (referencing the podcast)? With Prime Day including daily deal drops every five minutes, how do you ensure members aren’t overwhelmed? How do you measure and iterate on Prime member satisfaction during high-intensity periods?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signupSubscribe to Mass Market Retailers here:https://massmarketretailers.com/#/portal/signupDISCLAIMER: 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 Abby Laursen, Senior Director of Ads Product Marketing at Snap Inc., a technology company that contributes to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together. This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.Learn more about Snapchat for Business : https://forbusiness.snapchat.com/cpgguysFollow Abby on LinkedIn at: https://www.linkedin.com/in/abigail-laursen/Find the Snapchat Generation Report here: https://newsroom.snap.com/snapchat-generation-reportRead Snap Success Stories here: https://forbusiness.snapchat.com/inspirationAbby answers these questions:What makes Snap a uniquely powerful platform for CPG marketers compared to other social or retail media environments?"How does Snap bridge the gap between upper-funnel storytelling and lower-funnel conversion?"Snap’s focus has always been on real relationships. How does that translate into real retail outcomes for brands?"What does Gen Z expect from CPG brands today — and how should brands evolve to meet that? What’s the biggest myth brands still believe about Gen Z engagement on social platforms?How is Snap helping brands remain culturally relevant while staying true to their identity?What’s the biggest myth brands still believe about Gen Z engagement on social platforms?How do you see the line between social and retail blurring in the next 12–24 months?"What does the future of 'retail media meets social commerce' look like from your seat? What’s one innovation or trend at Snap that CPG leaders should be paying more attention to?How is Snap helping brands prove ROI, especially when it comes to full-funnel performance? How do you think about attribution in a world where so many platforms are walled gardens?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signupSubscribe to Mass Market Retailers here:https://massmarketretailers.com/#/portal/signupDISCLAIMER: 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. 

Ajay Salpekar, GM of Brand & Creator Commerce at TikTok, has an impressive background with experience at Unilever and Amazon. He shares how shopping on TikTok can go from 19 days to just 19 seconds thanks to compelling content. Ajay highlights the importance of creator partnerships for brand storytelling and reveals strategies for turning viral moments into sustained sales. He also discusses how TikTok Shop empowers small beauty brands through authentic collaborations, reshaping their visibility and engagement in a competitive market.

The CPG Guys are joined in this episode by Dan Bonert, SVP of Retail Analytics and Retail Media at NielsenIQ. Dan has a background in media from his days at Amazon and was able to share quite a few insights on today's environment LIVE from the NielsenIQ c360 conference down in Hollywood, FL. Ajay Sharma, VP of ecommerce + omnichannel was our guest co-host for this episode, officially now his 6th appearance on the CPGGUYS.Find Dan Bonert on Linkedin at: https://www.linkedin.com/in/danbonert/Find NielsenIQ on Linkedin at: https://www.linkedin.com/company/nielseniq/Find NielsenIQ online at: https://nielseniq.com/global/en/Here's what we asked him : What are the key challenges you foresee in the retail media landscape, and how do you intend to address them?How does your experience at Amazon and The Trade Desk inform your approach go forward in retail media?How is NielsenIQ integrating advanced analytics to enhance retail media offerings?What technological innovations are you most excited about in the retail media space?Can you discuss how NielsenIQ’s Full View™ platform contributes to retail media strategies?How do you foster collaboration between retailers and brands within NielsenIQ’s ecosystem?What emerging trends do you believe will shape the future of retail media?What consumer behavior changes have you observed, and how are they impacting retail media? How do you see the role of personalization evolving in retail media strategies? What advice would you give to brands looking to optimize their retail media investments?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signupSubscribe to Mass Market Retailers here:https://massmarketretailers.com/#/portal/signupDISCLAIMER: 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. 

Cristina Preston, Director of Digital Marketing at Schnuck Markets, delves into the evolving landscape of grocery digital marketing. She discusses the pivotal role of personalization while navigating data privacy concerns. Cristina highlights the importance of customer feedback in shaping strategies and the necessity for partnerships in reaching consumers effectively. She also touches on emerging trends like authenticity in social commerce and the need for businesses to foster a culture of continuous learning to adapt to changing consumer behaviors.

The CPG Guys are joined in this episode by Jeff Cohen, Tech Evangelist at Amazon Ads as we discuss the key themes discussed at the 2025 Cannes Lions International Festival of Creativity.Follow Jeff on LinkedIn at: http://linkedin.com/in/jeffreycohenFollow Amazon Ads Partners on LinkedIn at: https://www.linkedin.com/showcase/amazon-ads-partners/Follow Amazon Ads Partners online at: https://advertising.amazon.com/partners/networkWe cover 5 key themes from the conference:Impact of AI on contentRetail Media NetworksInfluencer MarketingLearningNetworkingCPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signupSubscribe to Mass Market Retailers here:https://massmarketretailers.com/#/portal/signupDISCLAIMER: 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. 

Tanner Elton, Vice President of US Advertising Sales at Amazon, shares insights from his transformative journey in advertising. He discusses how innovation shapes leadership at Amazon and the importance of collaboration for creative growth. Tanner reveals evolving consumer behavior trends impacting advertising strategies, including new partnerships like Roku. He also highlights how Amazon is responding to industry challenges and the importance of customer feedback in crafting successful brand campaigns. This engaging conversation celebrates not just brand building but also the future of advertising in a digital world.

The CPG Guys are joined in this episode by Kevin Host, SVP of Pharmacy at Walmart. He is the current chair of NACDS (National association of chain drug stores) and we've had the pleasure of hearing him speak LIVE from Palm Beach at the NACDS annual this year. As a career pharma veteran he is well known for his partnership with center store and this episode revolves on his leadership and partnership with the store.Find Kevin Host on Linkedin at: https://www.linkedin.com/in/kevin-host-pharmd-1412453/Find Walmart on Linkedin at: https://www.linkedin.com/company/walmartFind Walmart online at: https://www.walmart.com/Here's what we asked him : Kevin, your career is anchored on pharmacy over the years. Tell us how different it is to lead a pharmacy vs. merchandising a center store? What are drivers you look at?What is the connection between pharmacy and center store? What kinds of cross-collaboration exists among you and other Walmart leaders?Lets talk leadership - what are some principles you are guided by and how do you mentor others on your team?As Walmart leads the industry with omnichannel capabilities as a retailer, how have you shaped this for Rx home delivery?In your current role as NACDS chair what is expected of you and what leadership are you driving for them?How does Walmart pharmacy lead with data and stay ahead of other pharmacies in the competitive environment? What is your vision for the future?How is retail media impacting your team and work?What are latest consumer trends you are following these days ? What role does artificial intelligence play in the pharma journey?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signupSubscribe to Mass Market Retailers here:https://massmarketretailers.com/#/portal/signupDISCLAIMER: 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.