『The CPG Guys』のカバーアート

The CPG Guys

The CPG Guys

著者： Peter V.S. Bond & Sri Rajagopalan
無料で聴く

CPG industry icon Sri Rajagopalan (Papa Raj) & consumer loyalty guru Peter V.S. Bond explore today’s consumer, brand management, retail media and the in store model. Today’s environment is transforming fast with technologies like Artificial Intelligence and a social media engaged consumer. Our guests are CMO, CCO, CEO, founders, Martech, Retail merchants, Retail media networks. Join the discussion, be part of the solution. http://cpgguys.com

© 2026 The CPG Guys マーケティング マーケティング・セールス 政治・政府 経済学
エピソード
  • Costco's Mark Williamson - Live from Cannes Lions 2026

    Costco's Mark Williamson - Live from Cannes Lions 2026
    2026/07/25
    In this episode, the CPG Guys are joined by Mark Williamson, AVP of Retail Media at Costco, the world’s largest club format omnichannel retailer. Follow Mark on LinkedIn at: https://www.linkedin.com/in/mkwilliamson/Follow Costco Retail Media on LinkedIn at: https://www.linkedin.com/showcase/costco-retail-media/Follow Costco online at: https://www.costco.com/f/-/company-informationMark answers these questions:So Mark, let’s kick it off with the big news that completely shocked the industry. At recent industry events, you took the stage and did what almost no other Retail Media Network does: you completely exposed Costco's full technology stack—revealing every single identity vendor, DSP, and clean room provider you use. Why did you make the deliberate choice to embrace absolute transparency, and how has that transparency directly influenced ad spend from skeptical brands and agencies?Transparency builds the ultimate trust, no doubt. Now Mark, you have a beautiful phrase that we absolutely love: "Retail media at Costco exists to accelerate merchandise sales." You maintain a strict structural hierarchy where merchandise velocity and member loyalty sit firmly at the very top. If a digital ad campaign doesn't help move a physical pallet of product or reinforce the value of a membership card, it simply doesn't belong in your ecosystem. How do you enforce this "merchant-first" philosophy when national brand managers come in with legacy KPIs focused entirely on vanity ad metrics? Pallet velocity over vanity metrics every single day of the week! Mark, let's talk about your unique "Last-Mover Advantage." While other networks rushed to stand up brittle, overly complicated platforms out of the gate, Costco spent its time quietly observing the market and engineering a robust private data cloud from the ground up. How did waiting and prioritizing a clean, unfragmented data foundation allow you to completely leapfrog the "black box" reporting traps that have frustrated CPG teams for years?That backend data foundation is the real secret sauce. Let’s look at a highly disruptive offsite capability you recently rolled out: Google Product Listing Ads (PLAs). This isn’t typical offsite audience extension or standard Connected TV (CTV) storytelling; you are moving Costco's first-party retail media directly into Google Shopping search. For the brands listening, why does leveraging Costco’s high-intent audience data inside Google's open shopping engine radically perform better than a brand trying to buy those generic keywords on their own?Tying high-intent open web search to verified warehouse data is a game-changer. Mark, let's look at what you call "In Real Life" (IRL) Activation—the third pillar of your omni-channel media strategy. Costco's physical club warehouses are legendary for their high-frequency, massive-basket foot traffic. How are you taking real-world, physical-store signals—everything from fuel pumps to warehouse digital screens—and dynamically connecting them back into a single, cohesive digital loop?Physical-digital loop integration is exactly where the massive volume lies. Mark, let's talk about building a Composable Architecture. Your technical setup is intentionally designed as a cohesive orchestration layer where identity, activation, and clean room metrics can evolve independently without disrupting the core business. Why should global CPG technology heads stop trying to build rigid, custom end-to-end stacks and instead adopt Costco's modular, composable blueprint?Composable modularity is the ultimate future-proofing play. Mark, we are rapidly entering the "Agentic Era" of commerce, where autonomous AI agents are beginning to manage complex segmentation, path recommendations, and real-time budget optimization behind the scenes. How is Costco utilizing advanced AI orchestration layers to cut through operational friction, making your complex, multi-partner systems intuitive and highly usable for brand teams?AI-driven demand generation is going to separate the winners from the laggards. Let's double-click down on The Merchant-Media Collaboration Loop. In many traditional retail environments, the media network operates as an isolated, outside fiefdom that frequently causes friction with the actual category merchants. At Costco, you have deliberately fused media capability directly into the merchandising lifecycle. Can you take us under the hood of that internal relationship? How do your media specialists work harmoniously alongside the warehouse buyers to drive mutual top-line growth?Tying the merchant loop directly to the ad stack is how you achieve sustainable scale. Mark, Costco is world-renowned for its hyper-curated, disciplined product assortment—you don’t carry 50 versions of an item; you carry the absolute best value selections. How does this strict, limited-SKU club environment fundamentally change the digital shelf auction on your onsite properties? Does a highly curated box...
    続きを読む 一部表示
    38 分
  • Instacart's Ali Miller and Tim Castelli - Live from Cannes Lions 2026

    Instacart's Ali Miller and Tim Castelli - Live from Cannes Lions 2026
    2026/07/22
    The CPG Guys are joined in this episode by Ali Miller, GM of Advertising and Tim Castelli, VP Global Ad Sales at Instacart.This episode was recorded in France at the 2026 Cannes Lions International Festival of Creativity.Follow Ali on LinkedIn at: https://www.linkedin.com/in/about-ali-miller/Follow Tim on LinkedIn at: https://www.linkedin.com/in/timcastelli/Follow Instacart Ads online at: https://company.instacart.com/adsAli & Tim answer these questions:So Ali, let’s kick it off with you on a massive macro trend. We just read Nik Modi's latest RBC Capital report, Modi’s Musings Volume 4, and theme number one is that Cultural Relevance > Brand Equity—meaning scale alone doesn’t protect you anymore; you have to turn online platforms into an active "economic substrate" for identity and transaction flow. How is Instacart evolving its ad tech stack to let legacy CPG giants quickly move at the speed of a viral TikTok trend or cultural moment, turning immediate social media inspiration into a converted grocery basket? That speed to conversion is everything. Tim, let’s talk about some news you announced at Cannes this week. Let’s start with your AI Shopping assistant. What makes Instacart’s AI assistant different?As consumers look to collapse choice complexity because of low mental energy and rising anxiety, the visible shelf is shrinking from 50+ items down to 1 or 2 AI-curated recommendations. How does this radically compressed digital real estate change your ad business strategy and Joint Business Plans with brands? You mentioned you're intentionally not running ads in AI experiences yet. Walk us through how you’re thinking about that. Jumping back to the news…Immersive Feed feels like a direct response to how consumers are already discovering food on social media. How do you make sure that experience feels additive and not just like another ad unit? Does this foreshadow more to come with media publishers and creators? And for Ads Studio – is that essentially opening up Instacart's own marketing engine to brand partners? What made you confident enough in that internal capability to turn it into a commercial offering?Tim, let’s pivot to New Revenue Streams and Business Models. CPG brands are desperately trying to evolve from old-school, unit-driven transactional models toward ecosystem-based monetization. With Instacart Caper Carts rolling out smart screens right into the physical brick-and-mortar aisles, you guys have built a literal physical-digital loop. How should brands rethink co-created, real-time physical store experiences using your connected hardware?Connected hardware in the physical aisle is the ultimate frontier. Ali, we can't talk about Cannes Lions without talking about Closed-Loop Measurement. Marketers are completely burnt out on self-attributed platform metrics. Instacart’s entire value proposition is anchored on receipt-level, purchase-verified deterministic truth. For the brand marketers listening who are caught in the "Validation Trap," what does mathematically clean, independent attribution look like over the next three years, and how does Instacart enforce it?If it doesn't move actual volume off the shelf, it’s just noise. Tim, looking at your front-row seat to enterprise sales, what separates the North Star CPG brands—the progressive companies that are aggressively growing their volume share on Instacart right now—from the legacy laggards who are still trying to run 20-year-old, static, distribution-only playbooks? What core corporate competency or operational rhythm allows them to win?Incredible, provocative insights. Now, before we pack up the mics and head out onto the Croisette for a glass of rosé, we have to save a special final question. Cannes Lions is famously the birthplace of massive, landscape-shifting partnership announcements and enterprise platform reveals. Ali, Tim... what do you guys have cooking up under the hood for Instacart that you can uniquely share with the CPG Guys community live today?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/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, ...
    続きを読む 一部表示
    42 分
  • Commerce Riff with Sri & PVSB - July 21, 2026

    Commerce Riff with Sri & PVSB - July 21, 2026
    2026/07/21

    Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.

    This week’s topics:

    • Kroger & Cola-Cola to launch exclusive LTO
    • Big food running out of moves
    • Costco opening stand-alone gas stations
    • More Walmart executive shuffles

    CPG Guys Website: http://CPGguys.com
    FMCG Guys Website: http://FMCGguys.com
    SheCOMMERCE Website: https://shecommercepodcast.com/
    Rhea Raj’s Website: http://rhearaj.com
    Lara Raj in Katseye: https://www.katseye.world/

    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.

    続きを読む 一部表示
    15 分
adbl_web_anon_alc_button_suppression_t1
まだレビューはありません