28 episodes

CPG Insiders brings the insights and expertise that Jekyll & Hyde has gained and leveraged across more than two decades in the advertising business, becoming the top agency in the country for CPG challenger brands. On the podcast, host Mark Young (agency CEO and Chairman), along with co-host Justin Girouard (Director of Accounts), answer the questions that our clients most often ask about creating better marketing campaigns.

They offer useful perspectives and insider information on creative and media strategies, product packing, retailer needs, trends, traps to avoid and more about what it truly takes to succeed at retail.

CPG Insiders Mark Young, Robb Taylor

    • Marketing
    • 5.0, 6 Ratings

CPG Insiders brings the insights and expertise that Jekyll & Hyde has gained and leveraged across more than two decades in the advertising business, becoming the top agency in the country for CPG challenger brands. On the podcast, host Mark Young (agency CEO and Chairman), along with co-host Justin Girouard (Director of Accounts), answer the questions that our clients most often ask about creating better marketing campaigns.

They offer useful perspectives and insider information on creative and media strategies, product packing, retailer needs, trends, traps to avoid and more about what it truly takes to succeed at retail.

    What You Can - and Cannot - Say About Your Products - Episode 28

    What You Can - and Cannot - Say About Your Products - Episode 28

    On this episode of CPG Insiders, Mark and Justin are joined by Ashish Talati. Ashish leads an FDA practice and is one of the industry’s foremost experts on FDA regulatory matters.   He is also very knowledgeable when it comes marketing law.
    Mark and Justin ask Ashish for his opinion of what can - and cannot - be said about certain products. They explore the importance of understanding what category your product will fall under and the difference between the categories.
    They address the differences between the FDA and the FTC and discuss some of the things that can land your company in hot water with these federal agencies. Ashish then explains the importance of working with a law firm that specializes in handling claims and the federal agencies.
    Finishing up, Ashish explains some of the ins and outs of copyrights and trademarks. They discuss the difference between the two and the importance of utilizing these to protect your business and products.
     
    More about Ashish Talati:
    Ashish R. Talati leads Amin Talati & Wasserman’s FDA practice and is one of the industry’s foremost experts on FDA regulatory matters. He has gained an exceptional reputation for his successful results at the cutting edge of FDA and regulatory law, where he has responded nimbly to changes in the regulatory climate and the marketplace, guiding clients through some of our industries’ most complex issues.
    Ashish primarily counsels clients on matters of regulatory compliance, helping them anticipate and address regulatory issues in their day-to-day business operations and strategic planning. He also advocates on their behalf before the FDA, FTC, Customs, USDA, DEA, and other federal agencies, and in court. He is considered a leading authority in the areas of Generally Recognized as Safe (GRAS) requirements and New Dietary Ingredients (NDI); Ashish and his team do more NDI and GRAS projects than many of their competitors combined, and are known for their representation in the highest numbers of NDI matters submitted to FDA overall.  Considered a creative and strategic partner by his clients, Ashish works with companies all over the globe and is a trusted advisor at every step of the product life cycle, including product formulation, safety and efficacy studies, product launch, and ongoing marketing and sales.
    In addition to his pioneering background in FDA regulatory matters, Ashish is highly regarded for his wealth of knowledge on advertising regulations. He counsels clients on compliance issues and claims substantiation in connection with their advertising and marketing programs, and represents advertisers in both defending and challenging claims before the Better Business Bureau’s National Advertising Division (NAD) and other regulatory bodies.
    In addition to legal advice, he prides himself on providing business-oriented solutions which minimize risks and enable his clients to reach their corporate goals. The companies with whom he works prize his immediate accessibility, his wide range of contacts in the regulatory arena, and his deep expertise gleaned from a sharp focus on this area of law.  Prior to law school Ashish worked as a Chemist and a GMP auditor for the pharmaceutical industry. He also brings a tremendous amount of GMP experience to help respond to FDA 483’s and Warning Letters.
    Contact Ashish Talati:
    Website: https://amintalati.com/professionals/ashish-r-talati/
    Email: ashish@amintalati.com
    LinkedIn: https://www.linkedin.com/in/ashishtalati
     
    To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

    • 39 min
    Finding Silver Linings

    Finding Silver Linings

    On this episode of CPG Insiders, Mark and Justin share why you should not bail on advertising during the COVID-19 pandemic. They explain the affect this is having on American’s media consumption and how it’s a silver lining for advertisers. Specifically, they discuss where those opportunities to connect can be found.
    Mark and Justin also review two factors consumers need to buy a product: mental availability and physical availability. They explain the importance of expanding your mental availability with consumers during this time.
    To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

    • 19 min
    Advertising in an Election Year

    Advertising in an Election Year

    On this episode of CPG Insiders, Mark and Justin talk about buying advertising media for in an election year. They discuss the challenges advertisers can face with the increase in political ads and broadcasts, plus they talk about ways to effectively work in and around a more cluttered advertising space.
     

    • 14 min
    Re-Evaluating Brick & Mortar

    Re-Evaluating Brick & Mortar

    On this episode of CPG Insiders, Mark and Justin consider how consumer trends have changed significantly, with a long list of the brick and mortar stores closing in 2020 as evidence. CPG brands need to rethink how they view their business, in terms of where their consumers shop.
    They discuss the ideal business model of many digital-only businesses, and they talk about the CPG categories for which consumers prefer shopping online.
    They also consider how marketing for many online businesses expands outside of just digital advertising, even if sales are only direct to consumer.

    • 24 min
    What Media Works Where

    What Media Works Where

    On this episode of CPG Insiders, Mark and Justin consider a question that clients often ask them.
    They run through a number of things to consider about your CPG product when you’re planning your creative and media strategy. This includes what kind of advertising it needs to effectively sell, where it is sold, who the target demographic is, as well as other constraints.

    • 16 min
    Guarantees

    Guarantees

    On this episode of CPG Insiders, Mark and Justin talk about guarantees ad why they can help sales for your products.
    Most ad agencies push concepts like “awareness” (in its myriad forms) and intent-to-buy as goals for their clients to achieve through advertising. Jekyll & Hyde Advertising is different, focusing on measurable, tangible metrics like increased sales for your products. Because of this, J&H is the only agency to offer a guarantee on their work for new clients.
    Learn more about the Jekyll & Hyde Guarantee here: https://jekyllhydeagency.com/guarantee/.

    • 15 min

Customer Reviews

5.0 out of 5
6 Ratings

6 Ratings

Constipationfree ,

Best CPG Podcast out there

I find these guys go way more into cases and real-world situations while also approaching topics from a more analytical mindset than most. Highly recommend!

Acetronik ,

Surprised I don’t see more 5 star reviews!

As someone new to the world of retail and CPG, I’m learning a ton from these episodes so thank you!

There seems to be a lot of industry hype about “big data” and analytics so I’m looking forward to hearing more on this topic from a buyer/supplier angle.

Thanks again for putting this podcast together and keep it up!

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