The CPG Guys

The CPG Guys, PVSB and Sri are joined in this episode by Dan Hooker, Senior Lecturer at Cornell University's Johnson College of BusinessFollow Dan Hooker on LinkedIn at: https://www.linkedin.com/in/hookerdaniel/  Follow The Johnson College of Business on LinkedIn at: https://www.linkedin.com/school/cornelljohnsonmba/ Follow Cornell Executive Education at: https://www.linkedin.com/company/cornell-university-retail-programs/Dan answers these questions:1) Why do retailers market private label products? What is the value proposition to the retailer and to the consumer?  2) What is the responsibility of the retailer in developing and marketing private label and why do they often turn to consultants like your former employer to support these responsibilities?3) National brands bring a tremendous amount of analytic and field force resources to bear in supporting retail; customers. How do retailers ensure that their private label priorities are identified and addressed when these suppliers are often managing much of the category strategies? What about categories where Private Label is the top brand in sales?4) Supply chain problems during the pandemic coupled with recent price increases have led to an increase in trial & consumption of private label sales. What do you anticipate is the longer-term impact of this penetration of private label driven by necessity?5) Three years ago, you joined the faculty at the Cornell University Johnson Graduate School of Management. What is your role?6) Can you walk us through how a particular course curriculum like the Omnichannel Leadership one Peter attended comes together. Is it driven by the school, its business partners or some combination? 7) What are the outcomes your participants and business partners are really trying get from the programs you produce?8) What are you finding to be some of the more highly demanded areas of learning that your consumers, people who attend these courses, and your business partners are looking to pursue?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comCPG Scoop. Website: http://CPGscoop.comDISCLAIMER: 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, PVSB and Sri are joined in this episode by Aliya Ali, Director of Omnichannel Shopper Marketing at Johnson & Johnson & Risa Crandall, SVP CPG + BevAlc Head of Industry at Aki Technologies, an Inmar Intelligence company that empowers brands and retailers to reach people by targeting pivotal moments in the consumer journey with personalized advertising.This episode is sponsored by Aki Technologies.Follow Aliya Ali on LinkedIn at:  https://www.linkedin.com/in/aliya-ali-3aa01244/Follow Risa Crandall on LinkedIn at: https://www.linkedin.com/in/risa-crandall/Follow Aki Technologies on LinkedIn at: https://www.linkedin.com/company/aki-technologies/Follow Aki Technologies online at: http://a.kiAliya & Risa answer these questions:1) Aliya, your career once out of U of C Riverside, and a rich background in brand marketing with Neutrogena. Take us through the years and your advice for others aspiring to lead in this space?2) Risa, what is the importance of receptive advertising and how does AKI enable that for your clients?3) Aliya, how does Johnson & Johnson consumer partner with AKI - is it your team, and if so what is the partnership?4) Risa, what can one expect in a partnership with AKI and how is it measurable?5) How is everyday value coming out of your partnership Aliya? Risa, what would you say is the primary reason this partnership is successful?6) Risa, what is responsive dynamic personalization? Is it different from personalization? What are examples of this from AKI?7) Aliya, I’d be remiss if I didn’t ask what are your predictions for personalized/customized commerce ? Where are you focused in this space go forward with the high penetration of ecommerce we have seen? Will the role of personalization change even more?8) What is new and exciting at AKI? What should we expect next in this exciting advertising space?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comCPG Scoop Website: http://cpgscoop.comDISCLAIMER: 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, PVSB and Sri are joined in this episode by Dave Feinleib, Founder & CEO of It's Rapid, a platform that helps its clients scale content creation, while adhering to brand style guidelines that they have established. A special appearance by Bryan Gildenberg, host of The Gildenberg Omnicomment, is made in this episode.This episode is sponsored by It's Rapid.Follow Dave Feinleib on LinkedIn at: https://www.linkedin.com/in/feinleib/ Follow It's Rapid on LinkedIn at: https://www.linkedin.com/company/itsrapid/Follow It's Rapid online at: http://itsrapid.ioDan answers these questions:1) Dave, you have an incredible professional and educational background: degrees from Cornell & Stanford and work at Microsoft and other companies focused on big data. Nothing screams big data more than images & videos. In 2013, you founded a content analytics company which you sold 6 years later. What was the catalyst for launching It’s Rapid? What was the need that you were trying to solve?2) As you started to speak with potential clients, what were the content areas in which they needed the most help scaling and how did you think about executing this within a brand’s style guidelines?3) What's changed when it comes to content and what are the bottlenecks when it comes to creating visual media?4) Creating content also requires a deep understanding of where that content will appear. You’ve gone so far as to partner with digitally-focused retailers so as to ensure the content you create is compliant with their display requirements. For which channels are you helping your clients develop content?5) Why is visual media difficult to execute on, what are leading brands doing differently to capture the opportunity and what's possible when you streamline the creation of visual media/visual content?6) What are the different solutions that It’s Rapid is offering? Are managed services part of the equation? Are you offering any white label solutions for agencies?7) We’d love for you to share a few examples of how It’s Rapid has enabled scalable content creation and the outcomes that this work has delivered?8) Where are you looking to enhance the solutions portfolio of It’s Rapid and what is the best way for brands, retailers & agencies to explore working with you?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comCPG Scoop Website: http://cpgscoop.comDISCLAIMER: 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, PVSB and Sri are joined in this episode by Dan Perez, EVP at Epsilon, a global advertising and marketing technology company positioned at the center of Publicis Groupe.  They connect advertisers with consumers to drive performance while respecting and protecting consumer privacy and client data. This episode is sponsored by Epsilon.Follow Dan Perez on LinkedIn at: https://www.linkedin.com/in/dan-perez-37b2395/ Schedule a strategy session with the Epsilon CPG team - https://calendly.com/epsilon-strategy-sessions/15-minute-cpg-strategy-meeting-cpgguys-podcast?month=2022-09Learn more about Verified Purchase Optimization https://www.epsilon.com/us/industries/cpg/vpoMore about Epsilon CORE ID https://www.epsilon.com/us/products-and-services/identity-core-idDan answers these questions:1) Let’s start with your larger enterprise. Publicis group acquired you in 2019. Tell us all about this exciting endeavor and how your clients have benefited from the synergy? And how has the addition of Citrus Ad delivered value?2) Your latest solution is verified purchase optimization I believe powered on the IRI platform. Does this mean a better analytics engine for optimization, more consumer data in the mix? Why will r squares be better? 3) We’ve also learned that a greater dataset to work with means you are focused on what we can call real time in the moment ad delivery - aka lower funnel activation. Decompose how this is done. 4) let’s talk ROI for your clients. ROAS is a typical Ad metric in our industry but it’s starting to get outdated. In your case though, the ROAS matters because it’s lower funnel activation at the moment of purchase. Is this how you measure success for your clients? What other metrics matter?5) in today’s inflation indexed world, how can you help brands retain their most loyal customers and keep them from brand switching due to price promotions? 6) what are other capabilities you offer? Data, offsite activations? Give us the repertoire of solutions one can work with Epsilon on? 7) I’d love to understand the anchor for your datasets. Can you give us a feel for the type of data you have? Qual and quant? Please share what types of consumer metrics you have? Also what duration - 104 weeks? 8) how is the world of AI and ML now in the middle of what you do? How do you leverage the power of tech to analyze and forecast?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comCPG Scoop Website: http://cpgscoop.comDISCLAIMER: 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, PVSB and Sri are joined in this episode by Chris Haimbach, US Head of Sales, Commercial Strategy & Operations, Consumer Health Care at Bayer, a global enterprise with core competencies in the Life Science fields of health care and agriculture.Follow Chris Haimbach on LinkedIn at: https://www.linkedin.com/in/chris-haimbach-4bb7193/ Follow Bayer on LinkedIn at: https://www.linkedin.com/company/bayer/Follow Bayer online at: https://www.bayer.com/en/us/bayer-united-states-of-americaChris answers these questions:1) Please share with us an overview of your professional journey and what were a few pivotal points in terms of skills you were able to build or responsibilities that challenged you, leading to where you are now?2) Let’s find out what keeps you up at night, professionally speaking. I’m thinking one of those things is based in Seattle. How is the Amazon ecosystem disrupting the value equation for consumers & brands?3) What are Amazon’s real profit centers and how are they using them to  invest in other channels they seek to dominate?4) Amazon is heavily investing in owning the customer journey end-to-end? Can you expand on this and highlight where you think they are succeeding?5) How are Amazon’s competitors responding and how are they leaning on suppliers to “fund the journey” via “extracting more value” for their consumers?6) How does the bifurcation of consumer incomes affect your business?7) How is Bayer focused on delivering value to the shopper either directly or through retail customers and how does measurement drive the allocation?8) Bayer is a partner in the Fetch Rewards mobile loyalty platform. What are some of the features that intrigued Bayer to enter this ecosystem and how does that overlay with some of your other national consumer engagement mechanisms?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comCPG Scoop. Website: http://CPGscoop.comDISCLAIMER: 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, PVSB and Sri are joined in this episode by Bryan Gildenberg, host of the weekly LinkedIn video series "The Gildenberg Omnicomment"Follow Bryan Gildenberg on LinkedIn at: https://www.linkedin.com/in/bryan-gildenberg-56a6b0/Bryan, Sri & PVSB appeared on LinkedIn Live as part of their "in the know" series. This episode was billed as an "End of Summer Rank Punditry" session.CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comCPG Scoop. Website: http://CPGscoop.comDISCLAIMER: 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, PVSB and Sri are joined in this episode by Chantal Templeton, GM of Mars Canada.  With $40 billion in annual sales, Mars produces some of the world’s best-loved brands including DOVE®, EXTRA®, M&M’s®, MILKY WAY®, SNICKERS®, TWIX®, ORBIT®, PEDIGREE®, ROYAL CANIN®, SKITTLES®, WHISKAS®, COCOAVIA®, and 5™Follow Chantal Templeton on LinkedIn at: https://www.linkedin.com/in/chantal-templeton-4a269012/Follow Mars on LinkedIn at: https://www.linkedin.com/company/mars/Follow Mars online at: http://mars.comChantal answers these questions:1) Your story starts at University of Calgary up North and then touched a number of notable brands at large CPG companies P&G and now Mars Wrigley. You have a large remit in your role now as GM up North. Decompose this for our audience and tell us how all this came to be.2) Why is digital commerce a priority for Mars Wrigley in these times?3) How are you working to ensure Mars Wrigley is omnichannel ready - what are specific initiatives or actions have you taken? How does this correspond to the Canadian market?4) How is store traffic up in Canada post covid? What new strategies or ideas would you share with our audience or is it back to basics? 5) How are you focused on building a team and what does your team specifically focus on - its got to be both strategy or execution? How does your team interact with other commercial functions especially capability building and deliver value for them?6) What are some key learnings from the last 2 years you would share with our audience they should focus on? What is your advice for the industry in inflation challenged times?7) In a constrained supply world that doesn’t seem to have an end in sight, how do you navigate channel strategy on a day to day basis? 8) The pandemic has obviously changed shopper behavior for good it seems - do you agree. In the role you play, how are you responding to this and preparing for the transformation?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comCPG Scoop. Website: http://CPGscoop.comDISCLAIMER: 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, Sri & PVSB, are joined in this episode by Guru Hariharan, founder & CEO of CommerceIQ, which leverages machine learning, analytics and automation holistically across supply chain, marketing and sales operations to accelerate brand growth with online retailers.Follow Guru on LinkedIn at: https://www.linkedin.com/in/gurushyam/Follow CommerceIQ on LinkedIn at: https://www.linkedin.com/company/commerceiq/Follow CommerceIQ online at: https://commerceiq.ai/CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop. Website: http://CPGscoop.comDISCLAIMER: 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, Sri & PVSB, are joined in this episode by Michael Schuh, VP of Kroger Precision Marketing Media Strategy for 84.51˚ & Alannah Pawlik, Sr Marketing Manager at Roku.84.51˚ is a retail data science, insights and media company that helps the Kroger company, CPGs, agencies, publishers and affiliated partners create more personalized and valuable experiences for shoppers across the path to purchase. Powered by cutting edge science, they leverage 1st party retail data from nearly 1 of 2 US households and 2BN+ transactions to fuel a more customer-centric journey utilizing 84.51° Insights, 84.51° Loyalty Marketing and their retail advertising solution, Kroger Precision Marketing.Follow  Michael Schuh on LinkedIn at: https://www.linkedin.com/in/michael-schuh-58307a27/ Follow 84.51˚ on LinkedIn at: https://www.linkedin.com/company/84-51/Follow 84.51˚ online at: http://8451.comFollow Kroger Precision Marketing online at: http://krogerprecisionmarketing.comFollow Alannah Pawlik on LinkedIn at: https://www.linkedin.com/in/alannah-pawlik/Follow Roku on LinkedIn at: https://www.linkedin.com/company/roku/Follow Roku online at: https://advertising.roku.com/Michael & Alannah answer these questions:1) 2 years ago, Kroger and Roku partnered to integrate shopper data from tens of millions of shoppers with streaming ads on the Roku platform. What was the genesis of this offering and how have brands been leveraging it?2) Recently, Kroger Precision Marketing announced an expansion of Roku’s integration that now delivers to brands data-enabled private marketplaces. Please break down this enhanced capability for our audience. 3) So what’s different about how people are watching TV today and why is your offering attune to current trends?4) How is retail media making TV advertising better?5) What does the Kroger/Roku integration mean for brands?6) What metrics & measurements do you offer to brands through your collaborative offering and why should brands find these to be meaningful compared to other marketing mix investments?7) What does success look like for CPGs? Do you have some examples you care to highlight?8)What is next for consumers and CPG marketers in streaming TV?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comDISCLAIMER: 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, PVSB and Sri are joined in this episode by Ryan Mayward, VP of Ad Sales at Instacart, the leading online grocery platform in North America. Instacart shoppers offer same-day delivery and pickup services to bring fresh groceries and everyday essentials to busy people and families across the U.S. and Canada.Follow Ryan Mayward on LinkedIn at: https://www.linkedin.com/in/ryan-mayward-b67458/Follow Instacart on LinkedIn at: https://www.linkedin.com/company/instacart/Follow Instacart online at: https://www.instacart.com/companyRyan answers these questions:1) please share with us an overview of your professional journey and what intrigued you enough to join Instacart last year?2) Your colleague Josh Rider joined us in 2020 as Instacart was introducing its ad platform. Would you please provide us with an update on the reach of your marketplace: audience size, retailers, engagement? 3) Recently, Instacart announced the introduction of brand pages. Would you please explain this to our audience and what needs were you trying to help solve for brands through it?4) You also promote that Instacart is offering new full funnel marketing capabilities to brands. Please enlighten our audience as to these solutions5) Instacart also recently announced that you are piloting new shoppable display and video ad products, two areas we’ve been deeply investigating on this podcast. Can you tell us more, and walk us through how these will fit into Instacart’s full-funnel advertising strategy?6) I’d love to dig into measurement. How are brands measuring success on Instacart? What kinds of metrics are becoming more important to advertisers in the e-commerce space? 7) How do brands access your retail media platform? Is it all directly through you or are they able to leverage any 3rd party ad management platforms and how does your team support their investment needs?8) Online grocery is still fairly new in the e-commerce space. What is Instacart’s approach to improving the consumer experience? How are you investing in this area? 9) What about affordability and accessibility for consumers, especially considering the current economic climate?10) We’re seeing more and more retail media networks appear and you recently launched Carrot Ads as part of your new Instacart Platform. Can you tell us about Instacart Platform and Carrot Ads and how this benefits your retail partners?11) Anything you can share with us about where you are looking to build more capabilities for brands to engage Instacart shoppers? What’s next for Instacart Ads in 2022?CPG Guys Website: http://CPGGuys.comFMCG Guys Website: http://fmcgguys.comDISCLAIMER: 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.