The CPG Guys Peter V.S. Bond, Sri Rajagopalan & Bryan Gildenberg

The CPG Guys are joined by Shock Torem, SVP & GM of CPG & Retail Media Solutions at Vestcom (an Avery Dennison Company), the industry leader in shelf-edge media for Retailers and CPGs. Their data-integrated media solutions engage shoppers at their point of decision to enrich the shopping experience while driving profitable growth.

This episode is sponsored by Vestcom.

Follow Shock Torem on LinkedIn at: https://www.linkedin.com/in/shocktorem/
Follow Vestcom on LinkedIn at: https://www.linkedin.com/in/shocktorem/
Follow Vestcom online at: http://vestcom.com

Shock answers the following questions:

1) eMarketer recently reported that retail media has grown to over $30 billion in revenue during 2022 with no end to the growth in sight. While this boom has been largely concentrated on digital applications, why should brands consider allocating dollars to in-store media?
2) At NRF, you spoke about a disconnect in connecting brand marketing messages from click to brick and the need for brands to achieve “phygital” success. Would you elaborate on this argument?
3) So clearly brands should be paying attention to in-store media, what are some of the general principals they should look for in optimizing their spend here?
4) What solutions does Vestcom offer that meet these requirements?
5) How are you partnering with retailer media networks to enable brands to activate their message at the shelf-edge?
6) You mentioned measurability earlier, can you elaborate on the measurement brands can expect from shelfAdz campaigns?
7) We’d love a few examples of innovative ways that brands are leveraging your platform to engage physical store shoppers.
8) Is in-store media really a trade function that should be the purview of the account team supporting a specific retailer or is there a value proposition for a brand marketer to coordinate efforts across retail customers?
9) What do you see as major in-store media capabilities on the horizon and how is Vestcom positioned to drive the most impact for brands?
10) If you were going to leave our audience with one final thought on better leveraging in-store media, what would it be?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://nexupisnow.org/cpgguys
RetailWit Website: http://retailwit.com

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 by Chris Riegel CEO of STRATACACHE & Jonathan Rosen SVP, Content Strategy & Consumer Experience at PRN, a STRATACACHE company. STRATACACHE is accelerating the shift of digital retail transformation by having a full scope of technology under one roof. Their retail solutions allow them to be partners in creating an in-store evolution, fitting into a retailer’s existing ecosystem by connecting different technologies to truly drive a frictionless store visit, making a frictionless shopping experience even better.

This episode is sponsored by STRATACACHE

Find Chris Riegel on LinkedIn here: https://www.linkedin.com/in/chris-riegel-6931a28/
Find Jonathan Rosen on LinkedIn here: https://www.linkedin.com/in/jonathan-rosen-024b161/
Find STRATACACHE on LinkedIn here: https://www.linkedin.com/company/stratacache/
Find STRATACACHE online here: https://www.stratacache.com/en/

Chris & Jonathan answer these questions:

1) You journey’s been an unusual one to this world, in that your background is way more in content than retail.  Tell us about that and how you think that experience connects to the evolution of in-store media…is it more about content and stories than price and promotion?
2) There’s a ton of excitement about retail media and we discuss it a lot on this podcast.  It’s often said that Retail Media in the US is over a $60 billion industry and that Amazon is about $38 billion of that.  Why are you so excited about the in-store piece of the retail media ecosystem given how big and rapidly growing that piece is?
3) So this all sounds great?  But what are some the barriers involved in bringing this to life?
4) What are some of the ways brands and retailers can get started here – what are some of the attributes for retailers to build early successes and proofs of concept?
5) What are some of the best practices for brands and retailers thinking about the creative that can/should got into an in-store retail media execution?
6) Let’s talk a little about the measures of success here – how should we think about the ability to measure in-store media effectiveness, and why can this be such a win for the CFO as well as the medial sales team?
7) how can/should we be thinking about the future of programmatic personalization in-store?  What are some of the opportunities and challenges for this
8) let’s do the fast forward look – how do you envision the evolution of in-store as a  media platform over the next 3-5 years, how does programmatic fit in?
CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com


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 speak with Eric Martell, co-founder of Pear Commerce, the retail ecommerce platform that connects CPGs to retailers, converting shoppable media into actionable insights that fuel performance marketing. Pear partners with 4 of the top 6 grocery retailers in the U.S. to provide DTC-like full-funnel targeting capabilities with conversion metrics.

Follow Eric Martell on LinkedIn at:  https://www.linkedin.com/in/eric-martell/
Follow Pear Commerce on LinkedIn at: https://www.linkedin.com/company/pear-commerce/
Follow Pear Commerce online at: https://pearcommerce.com/

Eric answers these questions:

1) Remind us about Pear Commerce and what kinds of problems you’re solving.
2) What’s the big announcement?
3) Wow, sounds like a pretty big change… what purpose does this serve?
4) How do I measure performance with these new ad types?
5) How does this tie back to my actual website?  If I’m not sending people to a brand’s website, what am I giving up?
6) How would someone get started?
CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://nexupisnow.org/cpgguys
RetailWit Website: http://retailwit.com

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 speak with Bret Thurston, Director of eCommerce & Shopper Marketing at Hostess Brands, a leading sweet snacks company focused on developing, manufacturing, marketing, selling and distributing snacks in North America sold under the Hostess® and Voortman® brands. 

Follow Bret Thurston on LinkedIn at: https://www.linkedin.com/in/bret-thurston-9a161b7/
Follow Hostess Brands on LinkedIn at: https://www.linkedin.com/company/hostessbrands/
Follow Hostess Brands online at: https://www.hostessbrands.com/

Bret answers these questions:

1) Bret, what drew you into your career path that finds you squarely in the transformational world of eCommerce and shopper marketing? I shared a bit about your background in my introduction but would love to hear a bit more about your career journey.
2) The pandemic had a definitive impact on omnichannel grocery. You’ve been working in perishable categories in you last 2 roles. How big was the growth of eCommerce for these categories and where did you focus on building core capabilities that didn’t exist or were under-resourced?
3) With respect to shopper marketing what were the mains areas of focus that you learned into over the last few years to ensure omnichannel success?
4) How have the “resource asks” from your retail customers transformed over the last 3 years” and where have you found the most success in supporting them?
5) Have we reached a point yet in customer joint business planning where eCommerce is a standard component of the process involving merchants? What does best in class look like?
6) To be successful in eCommerce, you need lots of tech stack partners. What are the primary functional areas where you’ve had to source capabilities to scale your growth? How do you manage a world where the “Martec Landcsape” map of service provider logos seems to grow exponentially each year?
7) The return to stores was an underlying theme at the CPG presentations last week at CAGNY. What are your thoughts on this and how are you helping Hostess Brands bridge the spectrum of omnichannel conversion opportunities through content, experiences, whatever?
8) What does the future hold in this eCommerce space for perishable foods?  What should eCommerce Marketers be thinking about for tomorrow and beyond?
CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://nexupisnow.org/cpgguys
RetailWit Website: http://retailwit.com

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, PVSB and Sri are joined in this episode by Gina O'Halloran, U.S. Media director at DIAGEO, a global leader in premium drinks, across spirits and beer, a business built on the principles and foundations laid by the giants of the industry & Risa Crandall, SVP CPG + Bev Alc Strategy + Sales at Aki Technologies,  an Inmar Intelligence company, 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 Gina O'Halleran on LinkedIn at:  https://www.linkedin.com/in/gina-o-halloran-3374404/
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.ki
Gina & Risa answer these questions:
1) Gina, you graduated UPenn, then s-ent a decade at Carat and now 5 plus years at Diageo, but stuck to leading roles in media management. Take us through the years and your advice for others aspiring to lead in this media space?
2) Risa, what is the importance of receptive advertising and how does AKI enable that for your clients?
3) Gina, how does Diageo 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?
Gina, how do you leverage personalization technology in your media strategies?
5) Risa, what would you say is the primary reason this partnership is successful?
6) Gina, what does Personalization mean at your organization and how has your role evolved along with the evolution of Personalization?
7) Gina, I’d be remiss if I didn’t ask what are your predictions for personalized/customized commerce and consumer journey? Will the role of dynamic personalization change even more?
8) Risa - it’s been a while since you’ve been on the show, our audience would love to know when they should contact AKI and your team. What is new and exciting at AKI? What should we expect next in this exciting advertising space?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://nexupisnow.org/cpgguys
RetailWit Website: http://retailwit.com

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 speak with Lauren Lavin, Executive Director, Commerce at GroupM and Jeff Malmad, Global Head of Commerce at Mindshare, both part of the broader WPP organization.

This episode was recorded in January at CES in Las Vegas, NV.

Follow Lauren Lavin on LinkedIn at: https://www.linkedin.com/in/llavin/
Follow Group M on LinkedIn at: https://www.linkedin.com/company/groupmworldwide/
Follow Group M online at: https://www.groupm.com/

Follow Jeff Malmad on LinkedIn at: https://www.linkedin.com/in/jeff-malmad-4141198/
Follow Mindshare on LinkedIn at: https://www.linkedin.com/company/mindshare/
Follow Mindshare online at: https://www.mindshareworld.com/

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://nexupisnow.org/cpgguys
RetailWit Website: http://retailwit.com

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.