Podcast Summary: The CPG Guys – Cannes Lions 2025 Recap with Amazon’s Jeff Cohen

Release Date: June 21, 2025

1. Introduction and Context

Hosted by Sri Rajagopalan and Peter V.S. Bond, The CPG Guys podcast delves into the dynamics of consumer engagement across various channels in the CPG and FMCG eCommerce landscape. In the June 21, 2025 episode, recorded live from Cannes, France, the hosts welcomed Jeff Cohen from Amazon Ads to discuss insights gathered at the prestigious Cannes Lions International Festival of Creativity.

2. Navigating Retail Media and the Impact of AI

A significant portion of the discussion centered on the transformative role of Artificial Intelligence (AI) in retail media and advertising. Jeff Cohen emphasized how AI is not merely a buzzword but a pivotal force driving operational efficiencies and innovation within the industry.

• AI as a Driver for Efficiency:
  “First off, I think in general AI is a buzz. It was last year, but it's an even bigger buzz this year... But we do know that AI is impacting us.” ([09:39])

• Adoption and First-Mover Advantage:
  “Agencies, the partners, the advertisers that are leaning into it and are using it to find operational efficiencies... are the ones who can potentially have a first mover advantage.” ([09:53])

Cohen highlighted that embracing AI allows brands and agencies to optimize advertising dollars, resulting in more efficient campaigns and the potential for budget reallocation towards upper-funnel advertising strategies.

3. The Evolution of Influencer Marketing and Digital Creators

The panelists delved into the burgeoning influence of digital creators and influencers in shaping consumer behavior and driving commerce. Jeff Cohen shared insights on how influencers are pivotal in building trust and expanding brand reach.

• Influencers as Community Builders:
  “Creators are giving you feedback about your product... And creators, when you work with them correctly, can actually help you build new products.” ([33:06])

• Case Study – Cheetos Campaign:
  “We created a whole integrated campaign where the creators were talking about what you do, because what people do is they actually grind Cheetos down and then they use it in their food.” ([34:30])

This example illustrated how leveraging creator-generated trends can lead to innovative product extensions, enhancing brand relevance and consumer engagement.

4. Retail Media Networks and Industry Events

The conversation shifted to the prominence of Retail Media Networks (RMNs) like Amazon Ads in the current advertising landscape. The hosts and Jeff Cohen discussed the strategic importance of attending industry events such as Cannes Lions and CES for staying abreast of trends and fostering meaningful connections.

• Importance of Industry Events:
  “These shows require you to prepare, to come and then follow up... it's a must on my list.” ([23:27])

• Shift in Event Attendance:
  “At CES 2025 and this event, the Cannes Lions event, there's a huge decline in brand attendance. Only the senior most leaders from brands are here.” ([19:01])

Jeff Cohen underscored the necessity for senior leadership to engage in these events to understand and leverage the capabilities of RMNs, ensuring strategic alignment with evolving consumer behaviors.

5. Networking: The Heartbeat of Cannes Lions

Networking emerged as a fifth major theme, highlighting the value of spontaneous and structured interactions in fostering collaborations and uncovering new business opportunities.

• Value of Unstructured Time:
  “Unstructured time is very important. You don't want to be completely structured in all of your time... Schedule spontaneity into your day.” ([37:05])

• Building Long-Lasting Connections:
  “I had numerous conversations with him. We're working on a couple of different things... These things start to open up.” ([37:17])

The hosts shared anecdotes demonstrating how networking at Cannes Lions leads to actionable insights and partnerships that drive both immediate and long-term business growth.

6. Shifting Metrics: From ROI to Return on Consumer

A pivotal discussion point was the transition from traditional Return on Investment (ROI) metrics to a more holistic Return on Consumer (ROC) approach, emphasizing the importance of deep consumer insights and long-term brand loyalty.

• Panel Insights on ROC:
  “There is a big shift that's going on in terms of moving from return on investment or return on advertising spend into return on consumer.” ([41:12])

Peter V.S. Bond highlighted how Amazon Marketing Cloud’s five-year look-back window enhances understanding of consumer behavior, allowing brands to measure the true impact of their advertising efforts beyond immediate sales metrics.

7. Future Initiatives and Closing Remarks

Looking ahead, the hosts teased forthcoming initiatives such as an AI strategy in the CPG Retail Executive program at Cornell, aimed at equipping industry leaders with the knowledge to leverage AI effectively.

• Upcoming Educational Programs:
  “Following the phenomenal success of the 2025 retail media strategy Exec Ed program at Cornell... the development of an AI strategy in CPG Retail Executive program coming to you very soon.” ([15:36])

In concluding remarks, the hosts and Jeff Cohen reiterated the importance of continuous learning, adaptation, and leveraging industry events to stay competitive in the ever-evolving CPG landscape.

• Commitment to Growth and Learning:
  “We are here as the CPG Guys to both educate and entertain our audience on what's relevant in our industry.” ([45:10])

Notable Quotes

• Jeff Cohen on AI Impact:
  “Agencies, the partners, the advertisers that are leaning into it and are using it to find operational efficiencies... are the ones who can potentially have a first mover advantage.” ([09:53])

• Peter V.S. Bond on Event Attendance:
  “At CES 2025 and this event, the Cannes Lions event, there's a huge decline in brand attendance. Only the senior most leaders from brands are here.” ([19:01])

• Dan Elton on Influencer Hesitation:
  “Brands are largest brands in the world, are risk averse... But the world is today owned by digital creators.” ([31:41])

Conclusion

This episode of The CPG Guys provided a comprehensive overview of the current trends and future directions in retail media, AI integration, and influencer marketing, enriched by on-ground insights from Cannes Lions 2025. Listeners gained valuable perspectives on optimizing advertising strategies, embracing digital creators, and leveraging industry events for sustained growth and innovation.

For additional content and episodes, visit cpgguys.com.