The CPG Guys are joined in this episode by Kheri Holland Tillman, Chief Marketing Officer of Primo Brands & David DeMuth, CEO of Doner Partners Network.

This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.

Follow Kheri on LinkedIn at: https://www.linkedin.com/in/kheri-holland-tillman-1601563/

Follow Primo Brands on LinkedIn at: https://www.linkedin.com/company/primobrands/

Follow David DeMuth on LinkedIn at: https://www.linkedin.com/in/david-demuth-a7110b6/

Follow Doner Partners Network on LinkedIn at: https://www.linkedin.com/company/doner-partners-network/

Kheri & David answer these questions:

1. How do you each define creativity today — especially in a world driven by data, retail media, and performance metrics?
2. From your brand and agency perspectives, how can creativity and commerce actually work in harmony, not in conflict?
3. What does a modern, high-functioning brand–agency relationship look like in 2025?
4. What do you both wish more agencies/brands understood about each other when it comes to delivering real business outcomes?
5. How do you align around both short-term wins and long-term brand equity?
6. Retail media is reshaping the CPG marketing funnel — how is it influencing creative strategy? Are agencies ready for the retail media revolution? And are brands equipped to lead it creatively?
7. What happens when the same campaign has to live on TikTok, an RMN banner, and a store display? How do you protect the idea across platforms?
8. How does Primo balance bold brand-building with the need to drive measurable business results?
9. How do you measure the impact of emotional resonance — and justify investment in brand storytelling in a ROAS-heavy world?
10. What does sustainability mean to you? How are guys practicing it out
11. What’s one emerging trend — in consumer behavior, media, or creative — that excites you most right now?

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 in Katseye: https://www.katseye.world/

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
https://massmarketretailers.com/#/portal/signup

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 Michael Lacorazza, CMO of U.S. Bank, the fifth-largest commercial bank in the United States & Mike Barrett, Co-Founder & Chief Strategy Officer at Supergood, a full-service advertising agency that combines human ingenuity and judgment with AIpower and insights.

This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.

Follow Michael Lacorazza on LinkedIn at: https://www.linkedin.com/in/lacorazza/

Follow U.S. Bank on LinkedIn at: https://www.linkedin.com/company/us-bank/

Follow Mike Barrett on LinkedIn at: http://linkedin.com/in/michael-barrett123

Follow Supergood on LinkedIn at: https://www.linkedin.com/company/gosupergood/

Michael & Mike answer these questions:

1. How do you both define a brand today, in a world where consumers expect both meaning and measurable value?
2. How do you balance emotional storytelling with performance pressures in your respective industries?
3. If you could launch a co-branded campaign between Supergood and U.S. Bank — what would it look like? Wait – we have one, and it’s called ‘the power of US’- tell us all about it. Michael first, and then Mike – how did you help US Bank design this?
4. What are the most significant shifts you’re seeing in how consumers make purchase or financial decisions today — and how are you adapting?
5. How does trust play a role in your brand narratives, and how do you actively earn and maintain it? What advice do you have for our large brand audience on this given AI and its role in creativity today?
6. What can CPG learn from financial services about loyalty and long-term customer value which means so much for the financial sector?
7. With increasing pressure to prove ROI, how do you both think about the role of brand marketing in a world dominated by short-term metrics? What are your go-to KPIs that go beyond impressions and clicks — metrics that tell you your brand is actually growing?
8. What’s one emerging trend you’re watching closely — whether in consumer behavior, marketing tech, or creative culture?

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 in Katseye: https://www.katseye.world/

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
https://massmarketretailers.com/#/portal/signup

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 e

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 Jamil Ghani, VP & Worldwide Leader of Prime at Amazon.

Follow Jamil on LinkedIn at: https://www.linkedin.com/in/jamilghani/

Follow Amazon on LinkedIn at: https://www.linkedin.com/company/amazon/

Jamil answered these questions:

1. How do you define the core value proposition of Prime beyond loyalty—what makes it truly unique?
2. With Prime Day expanding to four days in 2025, what metrics will you use to measure success this year?
3. Prime Day now spans 26 countries. How do you prioritize market expansion (e.g. Ireland, Colombia)?
4. You’ve described inventory placement and last-mile enhancements as key to faster delivery—what’s been the biggest operational challenge?
5. How do you balance speed of delivery with minimizing out-of-stock experiences during peak events like Prime Day?
6. How is AI reshaping personalization in Prime—especially for recommendation engines and support chatbots like “Rufus”?
7. What are the “six pillars” that Prime uses to foster an innovative mindset (referencing the podcast)?
8. With Prime Day including daily deal drops every five minutes, how do you ensure members aren’t overwhelmed?
9. How do you measure and iterate on Prime member satisfaction during high-intensity periods?

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 in Katseye: https://www.katseye.world/

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
https://massmarketretailers.com/#/portal/signup

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.