The CPGGUYS are joined in this episode by Niccolo Gloazzo from Kettle & Fire who represents one the fastest growing bone broths in the category. We met Niccolo at shoptalk Barcelona out in Spain and a casual conversation led to a podcast on omnichannel leadership and what's needed for today's media mastery including winning and retaining customers and households.

Find Niccolo Gloazzo's on Linkedin at: https://www.linkedin.com/in/nicogloazzo/
Find Kettle & Fire on Linkedin at: https://www.linkedin.com/company/kettle-fire-bone-broth/
Find Kettle & Fire online at: https://www.kettleandfire.com/

Here's what we asked him :
1. You have been in this tech led Omnichannel space now for a decade plus. What are some learnings for you and what surprised you?
2. What a wild whacky 4 years for retail media. The large brands have brought out the full budgets. How does a smaller brand like yours compete?
3. How are you investing your media $ today? Are you leaning on certain platforms and are platforms created equal?
4. Measurement - what metrics do you look for in a world where there is limited standardization?
5. How do you ensure your teams are staying abreast of trends and changes in this space? Tell us about the importance of conferences and what matters?
6. Right now there is coupon craziness - all the digital coupon providers are having a field day. To me this is not sustainable. It’s teaching the consumer a very wrong behavior. That’s coming at the expense of a stalled budget on retail media. What is your advice on retail media budgets go forward?
7. Can we discuss pieces of retail media - Search, offsite, onsite - banner ads, social. What is considered a good investment - a mix of all or focusing heavily on search like it is today?
8. Lastly, we always ask - what’s next. What trends are you following and coaching the industry on? What adoption curve are we at the edge of?

For The path to purchase institute omni shopper awards sponsorship : email contact@cpgguys.com or click here
For the Drug Store News issues summit HBC awards : email contact@cpgguys.com or click here

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

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 CPGGUYS are joined in this episode by Courtney McCants, Director of digital product sales, emerging tech at RR Donnelley. She is driven by a passion for innovative solutions and emerging technologies, and spearheads RRD’s Emerging Technology Product sales team. With 15 years of experience in media and advertising, Courtney has partnered with retailers and CPGs to craft strategies that authentically enhance customer value across the purchase journey and diverse advertising channels. Her team serves as the voice of RRDonnelley’s customers, channeling their feedback to develop strategic market offerings that shape the evolution of adtech and martech.

Find Courtney on Linkedin at: https://www.linkedin.com/in/courtney-mccants-71311710/
Find RR Donnelley on Linkedin at: https://www.linkedin.com/company/rr-donnelley/
Find RR Donnelley online at: https://www.rrd.com/

Here's what we asked her :

1. Martech is hitting us hard and is real given its AI backing. How is martech evolving to handle the significant changes in our data environment we are exposed to?
2. So RRDonnelley recently acquired Vericast’s print and digital media units. What does this mean for the cpg industry and brands - how about retailers?
3. What a crazy inflation driven volume challenged environment we are seeing the last 18 months. Are brands responding well? Is media driving value in consumer minds?
4. Can’t really not discuss retail media in today’s omnichannel retail environment. Love to get your opinion on the state of retail media, data and how it is making a difference for brands - or is it?
5. Just as media evolves, so should measurement, but I just hear ROAS, IROAS, impressions, its like nothings changed - why? What prevents true ROI?
6. Digital marketing has evolved heavily to self service. Helping, inhibiting - and what are implications for brands and retailers?
7. Give us your viewpoint on what a meaningful connection between brands and consumers looks like. Are there any examples you can highlight?
8. Finally, let’s ask you to look future forward. What’s in store for martech and adtech, what’s the next evolution.?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

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 CPGGUYS are joined in this episode by Paul Wright, head of international at Uber advertising. This episode originated during Shoptalk Europe back in June at Barcelona. Needless to say, the last 4 years have seen a whirlwind change in retail media across the board. I’m talking 60+ RMN’s in the US, huge media budget shifts to sales and lower funnel but yet instore media not penetrated at all. In Europe, in store media has been RMN for a while. We thought why not learn more about international RMN, how the approach is and what the focus may be.

Find Paul Wright on Linkedin at : https://www.linkedin.com/in/paulwright66/
Find Uber on Linkedin at : https://www.linkedin.com/company/uber-com/
Find Uber online at : https://www.uber.com/us/en/about/

Here's what we asked him :
1. Your career passes through media who is who from Apple, to Amazon, omnicom, ad tv, you’ve owned companies and been a CEO in this space and even an ethical ad tech company. Take us through the years and how you got to Uber international.
2. What’s changed over the years? Did RMN”s exist in Europe and international well before they got to the US?
3. Having spent time at who is who in advertising, can you give us a quick overview of instore media and why it is considered an RMN in Europe?
4. Lets talk uber advertising for international markets. What countries, what offerings?
5. On the measurement side, how evolved is your international measurement? Are there standards and guidelines you follow?
6. What makes Uber advertising attractive to brands in Asia vs Western Europe? Which Asian markets are evolved?
7. How integrated are you with Uber eats and how do the 2 of you work together to deliver for brands?
8. Lastly, we always ask - what’s next. What trends are you following and coaching the industry on? What adoption curve are we at the edge of? What is uber ads international on the cutting edge of?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

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.