Podcast Summary: The CPG Guys – Live from Cannes with Primo Brands’ Carrie Holland Tillman & Donor’s David Demuth

Episode Information:

• Title: Live from Cannes with Primo Brands’ Carrie Holland Tillman & Donor’s David Demuth
• Hosts: Peter V.S. Bond & Shree Rajagopalan
• Guests: Carrie Holland Tillman (Chief Marketing Officer, Primo Brands) & David Demuth (CEO, Donor)
• Release Date: July 19, 2025
• Location: Cannes Lions International Festival of Creativity, Cannes, France

1. Introduction and Event Announcements

The episode kicks off with Shree Rajagopalan announcing the upcoming Big Grocery Shop Kickoff Party in Las Vegas, scheduled for September 28th. This event, hosted in partnership with Rethink Retail, serves as a gathering for industry leaders to celebrate the start of the annual event.

Notable Quote:

• “Our kickoff party is where all the industry luminaries customarily gather to celebrate the beginning of this annual event.” – Shree Rajagopalan [00:01]

2. Welcome and Guest Introductions

Shree and Peter introduce the premise of The CPG Guys podcast, focusing on how brands and retailers engage consumers across various channels. The guests for this episode are Carrie Holland Tillman from Primo Brands and David Demuth from Donor, both bringing extensive experience in marketing and brand strategy.

Notable Quotes:

• “He spent 35 plus years helping the agency best serve its clients, attract top talent and transform it into the modern marketing machine it is today.” – Shree Rajagopalan [02:48]
• “Her experience ranges across multiple categories including beverages, electronics and food.” – Shree Rajagopalan [03:08]

3. Defining Creativity in a Data-Driven World

The conversation begins with defining creativity amidst the surge of data and performance metrics. Carrie emphasizes balancing science and art to truly engage consumers, while David highlights that creativity stems from insightful ideas that resonate emotionally.

Notable Quotes:

• “Creative is really about understanding what the problem is in its simplest terms and then finding cool, interesting different ways to bring it to consumers.” – Carrie Holland Tillman [04:07]
• “At its core it's an insight, an idea and some type of platform to activate that idea.” – David Demuth [04:53]
• “Creativity... touches people emotionally.” – Peter V.S. Bond [05:22]

4. Harmony Between Creativity and Commerce

Shree probes how creativity and commerce can coexist without conflict. Carrie shares Primo Brands' strategy of integrating MLB partnerships to enhance both retail presence and consumer engagement, demonstrating that bold creative initiatives can drive measurable business outcomes.

Notable Quotes:

• “We were able to take MLB as a base and find a way for it to show up in retail and also directly to consumers.” – Carrie Holland Tillman [05:51]
• “I think, you know, they can live in harmony.” – David Demuth [08:55]

5. Modern Brand-Agency Relationships

The discussion shifts to the evolution of brand-agency partnerships. David underscores the importance of foundational values like honesty and transparency, while Carrie emphasizes true partnership and aligning goals to drive business results.

Notable Quotes:

• “Core values that have never changed... honesty, transparency.” – David Demuth [10:38]
• “Having someone on the agency side who truly understands what you're trying to do.” – Carrie Holland Tillman [13:34]

6. Delivering Real Business Outcomes

Shree asks what brands and agencies should understand about each other to achieve real business outcomes. Both guests highlight the necessity of clear goals, constant feedback, and flexible strategies that align creative efforts with business objectives.

Notable Quotes:

• “Set the right goals and objectives and share those with the agency.” – Carrie Holland Tillman [13:34]
• “Clear and constant feedback and communication.” – David Demuth [17:24]

7. Balancing Brand Building with Measurable Business Results

Peter raises the challenge of balancing short-term sales targets with long-term brand equity. Carrie explains that combining bold brand activations with strategic business tactics ensures both immediate conversions and sustained brand growth.

Notable Quotes:

• “You can focus on awareness and driving people in store… It allows you to avoid being stuck between short-term wins and long-term brand equity.” – Carrie Holland Tillman [18:23]
• “Having a full funnel approach helps in pulling through from awareness to purchase.” – Carrie Holland Tillman [19:46]

8. Measuring Emotional Resonance in Branding

The hosts delve into assessing the impact of emotional connections in branding. David discusses various measurement tools and the importance of research-driven strategies, while Carrie emphasizes a broader perspective on ROI that includes awareness and engagement metrics alongside sales figures.

Notable Quotes:

• “There’s lots of ways to measure brand, and it's not always easy.” – David Demuth [34:38]
• “ROI is never about just a dollar return; it's about awareness, consideration, and engagement rates.” – Carrie Holland Tillman [37:18]

9. Sustainability Practices at Primo Brands

Shree touches on sustainability, prompting Carrie to outline Primo Brands' commitment to responsible resource management, circular packaging, reduced carbon footprint, and community engagement. Sustainability is integral to their business model, ensuring long-term viability.

Notable Quotes:

• “We need to be successful... doing it sustainably, otherwise we won’t be here in 10 years.” – Carrie Holland Tillman [39:30]
• “35% of our bottles are in recycled plastic, which is more expensive but essential.” – Carrie Holland Tillman [39:30]

10. Trends and Takeaways from Cannes

In a rapid-fire round, guests share their key takeaways from the Cannes Lions Festival. David highlights the role of AI in enhancing creativity and the enduring power of live experiences. Carrie predicts a consumer backlash against information overload, emphasizing the need for simplified, meaningful brand messaging.

Notable Quotes:

• “AI is going to be the theme of the next few years, enhancing and scaling creativity.” – David Demuth [41:36]
• “Consumers are overwhelmed; there might be a backlash and desire for less distraction.” – Carrie Holland Tillman [42:44]

11. Conclusion and Closing Remarks

The episode wraps up with hosts thanking the guests for their insights on authentic brand building. Shree and Peter reflect on the balance between creativity and measurable outcomes, underscoring the podcast’s dedication to fostering meaningful industry conversations.

Notable Quotes:

• “Thank you for having us. Great brands, great partners. I couldn't ask for anything more.” – Carrie Holland Tillman [46:14]
• “This is our last recording for the week. Hey, that's a wrap of this episode of the CPG Guys.” – Peter V.S. Bond [46:43]

Key Insights and Takeaways:

• Integrating Creativity with Data: Successful brand strategies require a harmonious blend of creative intuition and data-driven insights to engage consumers emotionally while driving business results.

• Strong Brand-Agency Partnerships: Transparent, honest, and goal-aligned relationships between brands and agencies are crucial for delivering impactful marketing campaigns that balance short-term sales with long-term brand equity.

• Measuring Emotional ROI: Beyond traditional sales metrics, brands should consider awareness, engagement, and consumer perception to evaluate the effectiveness of emotionally resonant campaigns.

• Sustainability as a Core Business Pillar: Incorporating sustainable practices into the business model not only addresses environmental concerns but also enhances brand reputation and ensures long-term success.

• Adapting to Emerging Trends: Staying ahead with technologies like AI and responding to consumer desires for less information overload are essential for maintaining relevance in a rapidly evolving market landscape.

Conclusion: This episode of The CPG Guys provides a comprehensive exploration of the intersection between creativity, data, and commerce in modern brand strategies. With expert insights from Carrie Holland Tillman and David Demuth, listeners gain valuable perspectives on building authentic brand relationships, measuring emotional impact, and embracing sustainability and technological advancements to drive both immediate and lasting business success.