The CPG Guys are joined in this episode by Greg Brown, SVP of Innovation for the DAS Group of Agencies at Omnicom. Greg joins to share key themes coming from the 2026 SXSW which dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW® is best known for its conferences and festivals that celebrate the convergence of tech, film, music, education, and culture.

Follow Greg on LinkedIn at: https://www.linkedin.com/in/itsgregbrown/

Follow Omnicom online at: http://omnicom.com

Download Omnicom's SXSW 2026 Wrap Report here: https://www.omc.com/newsroom/omnicom-at-sxsw-2026-wrap-report/

Greg answers these questions:

1. Omnicom’s SXSW recap is titled “Where Growth Is Moving Next” — what was the single most unexpected signal you picked up in Austin that confirmed that framing for you personally?
2. For CPG brands that have built entire commercial models around scale and mass awareness, how disruptive is that shift really — and how urgently should they be acting?
3. For CPG brands whose products live on retailer shelves and retail media platforms, what does it mean practically when an AI agent intercepts a shopper before they ever reach a PDP?
4. Walmart is reportedly opening its doors to autonomous shopping agents while Amazon is moving to block them — two of the most important retail media platforms taking opposite positions. How should CPG brands be hedging right now?
5. Where do you see genuine participation-led growth opportunities for everyday CPG brands?
6. Gen Z and Gen Alpha were called out specifically — they don’t reject branded content, they reject inauthentic content. What’s the line between a CPG brand showing up credibly in culture versus coming across as cringe?
7. As CPG brands accelerate AI adoption across content, commerce, and consumer insights — where’s the line?
8. The report coins the phrase “the E-IQ economy.” What does leading with emotional intelligence actually look like in practice for a CPG marketer building campaigns in 2026?
9. What’s the realistic on-ramp for CPG brands to participate in immersive, experience-led growth without a Las Vegas budget?
10. As you look across all six themes from SXSW 2026, what’s the one move you’d tell a CPG Chief Marketing Officer to prioritize in the next 90 days — and what’s the one thing they should stop doing immediately?​​​​​​​​​​​​​​​​

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.

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

This week’s topics:

• Amazon FBA Surcharge
• Container Store gets a new owner
• Kristin Wolf promoted at Ulta
• Home Depot's new CTO

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.

The CPG Guys are joined in this episode by Kim Lefko, SVP and Chief marketing Officer at Ace Hardware, which has over 5,000 stores around the world with the majority of those stores independently owned and operated by local entrepreneurs.

Follow Kim Lefko on linkedIn at: https://www.linkedin.com/in/kimlefko/

Follow RedVest media on LinkedIn at: https://www.linkedin.com/company/redvest-media/

Follow Redvest Media online at: https://www.redvestmedia.com/

Kim answers these questions:

1. You’ve had a career that spans iconic brands like Weber and Graco before moving to the retail side at Ace. How did that journey shape the kind of marketing leader you are today—and what pulled you into hardware?
2. What surprised you most when you moved from vendor to retailer?
3. For people who don’t live in the hardware world, what makes Ace fundamentally different from other national retailers?
4. How does that hone your focus for marketing on behalf of Ace?
5. Ace may not be the first retailer people think of when they hear ‘digital scale,’ but you do have significant site traffic and an innovative app. How would you describe Ace’s journey to digital maturity?
6. With 75% of U.S. households within 15 minutes of an Ace store, how are you redefining convenience for your customers?
7. The Elevate Ace format represents a $1B investment in reimagining stores. What does this teach brands about the future of physical retail?
8. One of Ace’s super powers, in my opinion, is the fact that you have loyalty data. Not all retailers have it, and it allows for a longitudinal view of customer behavior. What’s your philosophy on loyalty?
9. Molly Hjelm was on our Podcast in August, and she indicated that Retail Media at Ace was your executive vision and pitch. What was your vision behind launching RedVest Media, and why now?
10. Ace has called itself a ‘late mover’ to retail media. Why is that an advantage?
11. What’s the biggest thing CPG marketers misunderstand about hardware retail?
12. Ace’s purpose is ‘We exist to help others.’ How do you ensure purpose drives decisions?

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.