← The CPG Guys
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- [00:03]
Peter V S Bond
Welcome to the CPGuys podcast.
- [00:06]
Shree Raja Gopelin
Your host, Shree Raja Gopelin and Peter.
- [00:09]
Peter V S Bond
Vs Bond explore how brands and retailers.
- [00:13]
Shree Raja Gopelin
Engage consumers in an increasingly digitally driven world. And now, here are the CPG Guys. Hello and welcome to the CPG Guys Podcast. I'm pvsb, your co host. When I'm not co hosting this podcast, I serve as head of industry and client engagement at Flywheel, the e commerce accelerator division of Omnicom. My co host is of course the patriarch of the Raj family media empire, which includes his two daughters, Lara and Rhea Raj, and his wife Kavita, who hosts her own podcast, Lights, Camera, Conversation, and and of course his three cats who have an Instagram following that is even bigger than the CPG Guys. Of course I'm talking about the former chief Customer Officer at General Mills, my best friend Sri. He's not joining me for this intro, but we have a really interesting episode today. I'll get to that in a second. If you listen to us on Apple or Spotify, we strongly encourage you to go into those apps and give us a rating. The reason we ask that is because it makes our podcast more findable. It feeds the algorithm and people in the industry like you who would find this interesting can find us more easily. And while you're there, give us a review. We want to hear feedback from you. Is what we're talking about what you want us to be talking about or what else should be included in our conversation? I will also remind you that we have two sister podcasts, the FMCG Guys, with Daniel Torres Dwyer and his partners Efren and Christina. They are focused on the European market and provide incredible conversations. They're now over 20,000 LinkedIn followers. And of course, CBG Scoop with Jennifer and Risa. Big news. Risa Crandall has joined Smart Commerce along with Jennifer who leads that company. The two of them just passed their 50th episode. Links to all the Raj family social media places and our sister podcast. You can all find them through digital liner notes of this episode. There are hyperlinks. You don't have to write anything down, just toggle over and click the hyperlinks. All right, so today's episode is very interesting. In mid December, I had the great opportunity to fly down to Santiago, Chile, at the invitation of Walmart's Chilean division. If you go to Chile, you'll never see Walmart on a store, but you will see a brand name called Leader L I D E R. And of course, a very familiar Walmart Spark. And the Walmart Blue font and the Walmart Connect retail media division invited us down to have an opportunity to present to their supplier conference. Unfortunately, through some travel mishaps, SRI was not able to join me. But I did make the trip and I had the distinct honor of speaking to several hundred suppliers calling on Walmart Chile. After that, they invited me to join them on their podcast. So today, today's episode is actually with me as the guest. The host is Lucas Barros. He runs Walmart Connect Chile, including not only the retail media platform, but their customer data platform. In the US you'd know it as either Luminate or Scintilla. In Chile it's called Phronesis. So please enjoy this episode that I recorded in mid December. It was a wonderful conversation and have a great day.
- [04:00]
Lucas Barros
Thank you Peter, to join us today and be our guest instead of being the host that normally you used to be in your podcast, can you please introduce yourself to the audience and tell us a little bit about yourself before we start?
- [04:17]
Peter V S Bond
Well, yes, the tables are turned on me today, so I'm the target of the podcast. So sit back and get ready for hopefully a lot of fun. So my name is Peter V S Bond and I am known as the co host and co founder of the CPGuys podcast. It is a podcast that we created a little over four years ago and it is focused on exploring how brands and retailers engage consumers in a digitally driven world. We've published 450 episodes, over a million and a half downloads. We are top 50. Every other week it changes, but we're top 50 in Apple marketing podcasts. So we have a really great audience. We have about just short of 35,000 followers on LinkedIn. We're very honored that over a thousand of them are at Walmart alone. So we built the podcast as an educational tool and it's become quite the community. In addition to podcasting, I also lead client engagement for Flywheel, a division of Omnicom. It's an e commerce accelerator company and I focus on making sure that our clients are heard and that we can connect with them at all sorts of different venues, much like what you're doing here with Accelerate. So thank you for inviting me down to Santiago for this incredible event and offering me the opportunity to speak to your audience of suppliers and agencies. Really great honor. It was a bit of a flight from New York to Dallas to here. And the saddest part about the whole thing was that my podcast co host Sri was supposed to be here too. And as he was approaching the gate to get on the plane, they closed the door and wasn't able to make it. So I'm. But I'm actually kind of glad he's not here because honestly, sometimes when we're on the, on the stage together, he like, he hogs all the attention. So I get to say the final word on everything today.
- [06:18]
Lucas Barros
Well, it's a privilege. We are very, very grateful to have you here. And in today episode we will try to do some review about what is happening outside from Latin America, outside from Chile. Understand a little bit better what's going on in the US what's going on in Europe, what's going on with retail media, with the e commerce, with the marketplace. And the first topic that I would like to start with is what is the current state of retail media, what's going on with it, why is it going so fast and what's your best opinion of it?
- [06:57]
Peter V S Bond
So retail media is a rapidly growing segment of the overall media industry. And why it's growing at such an enormous rate is driven by a number of different factors. Let's first look at the the media industry in general. The influence of what we refer to as linear television. So traditional television that was on networks that came through cable television or broadcast has been waning in terms of its overall reach. So people are the term that's used in the industry, cutting the cord. They're leaving cable television, they're leaving satellite, and they are opting for consuming content through streaming mechanisms. So as that audience declines to a large, to a large extent, advertisers are looking for places to, to still reach audiences as an effective mechanism for what we would call upper funnel awareness or discovery.
- [08:06]
Lucas Barros
Is it retail media for you, a correct channel to build awareness? Like compare it with tv when you compare it with the, the normal channels that we used to see or to considerate to, to build brand awareness. What's going on between retail media? Is it like a competition or we are going to build on growth together?
- [08:27]
Peter V S Bond
I think it's going to build growth and here's why. Retail media is ultimately presenting brand advertisers with a better mechanism than they've ever had to measure the effectiveness of advertising. Why? Because it's all predicated upon closed loop measurement. So the idea is what is closed loop? It means as you expose consumers to advertising elements throughout the path to purchase, you have the mechanism to actually measure on the back end whether that yielded a conversion, a purchase and in doing so you can at scale, start to isolate different tactics in retail media to understand the relative contribution that each of those made to the conversion. Now If I were to say does retail media help with awareness and discovery and I was talking five years ago when the lion's share of retail media was owned and operated, product listings, brand stores on a retailer's website, I would have said no. Yeah, no, because people, when they go to that site, they're already mid funnel. They're already, they're typing in a key search term. They already know what they're looking for. It was not an effective mechanism. Your goal is to start to want to reach these consumers in places where they're not currently looking for a specific product.
- [09:54]
Lucas Barros
What change? What changed?
- [09:55]
Peter V S Bond
What changed now what changed is the ability to connect different publishing capabilities with that closed loop system. Through partnerships in the adtech stack, you're now able to engage with DSP or demand side platforms to offer programmatic advertising. So when people are out surfing the web and doing things, they are able to be targeted and then exposed to specific advertising. You're now talking about streaming television. All of these services now have the ability to deliver hyper personalized. When you send out a television advertisement on cable TV or broadcast, everybody gets the same message. I can now discreetly determine which among the 40 different messages I have for 40 different advertisers can go to each.
- [10:44]
Lucas Barros
And every consumer in a more relevant and contextual way.
- [10:48]
Peter V S Bond
That's really what it's about because the idea is that I can now it. The way I like to describe this is I usually look at the carbonated soft drink category, right? If I'm Coca Cola and I'm trying to market Diet Coke, does it make more sense and is it more efficient for me to target a television show based upon consumers that are female and 18 to 24 or is it more appropriate for me to target them based upon their longitudinal shopping behavior and whether they even buy carbonated soft drinks to begin with?
- [11:23]
Lucas Barros
How much better it is to do it, the segmentation through the purchase versus.
- [11:29]
Peter V S Bond
The demographics or anything, it's substantially, we're talking probably 2x more effective. Why? Because I'm not wasting my advertising on people that it's never going to be relevant to.
- [11:44]
Lucas Barros
So in terms of growing the whole industry, advertising industry and growing the the business at the same time, like yeah.
- [11:55]
Peter V S Bond
What it's going to do is driving.
- [11:56]
Lucas Barros
The growth that we are it is.
- [11:58]
Peter V S Bond
Talking about or it is because it does two things. You can, you can either say well I have a finite advertising budget and what is this going to allow me to do? It's going to allow me to invest and get greater reach for the same dollars or I can in, in if I want to grow my business even further now that I have much more accurate numbers and I'm much better at investing, it makes it a lot easier for a brand advertiser to go to their leadership and say we're getting this level of return from these tactics. You want to grow your business everymore even more. This is a mechanism like right now we are in an era where post pandemic the, the impact that all the price that brands have taken because of the increases of commodity prices are starting to have an impact upon shopper behavior and their willingness then to, in a, in a, in an economic condition where we've had massive inflation and people are, are their budgets are being strapped that they're starting to look at other alternatives. Corporate brands are definitely one. And so now what many of these brands are facing are actual volume declines. Right. And so they have to figure out how to move their volume back up. And it's not going to be, it's not going to happen by crossing my fingers and waving. I need to be more strategically investing in mechanisms to do that. And that's why tools like Walmart Connect partnered with the analytics tool of Walmart Phronesis allows brands to identify the right consumers, serve them up the right tactics based upon what you're trying to do with a brand. Like the, the mechanisms you use for launching a new brand are gonna be much more. Upper funnel.
- [13:47]
Lucas Barros
Yes.
- [13:47]
Peter V S Bond
They're not gonna be about lower funnel discovery.
- [13:50]
Lucas Barros
Exactly.
- [13:51]
Peter V S Bond
Lower funnel discovery is like I'm a very established brand and maybe my relevance has declined a bit. And so I need to bump my. I need to unnaturally elevate my brand as it appears in search results for consumers. That's a perfect example of why I want to use retail media. Because. Because there's so much I can do with optimizing for search, organic search. At some point I have to decide is it worth it for me to invest in retail media to keep my brands in the mind right, right front center of consumers so that when they're on searching boom, it appears in one of the top four spots or somewhere in strategic positions on the results page. And people drive conversion. And it's very important to do that.
- [14:38]
Lucas Barros
And it's getting more and more and more competitive marketplaces are growing as you show us in your presentation how you will spark, how you will be the one that be part of the first page if you don't have retail media like how you build growth. And so retail media is growing. How important are partnership for this growth? How Is that happening in the US and what's your point of view of that?
- [15:10]
Peter V S Bond
Partnership is on many different levels. Let's first start at the retail media network itself. There must be a partnership between the people who are selling the advertising and the merchants who are making business decisions. If those two entities aren't aligned on the value that retail media brings to driving the business, then the brand is going to get conflicting messages. The merchant is talking about in store tactics, the retail media network is talking about different in store tactics and off site tactics. And the question becomes where's the money going to get invested? Right. And if you're not giving the same message to the brands, you're not going to get the desired outcome. So the first level of collaboration has to be between the merchants and the retail media network team itself.
- [16:04]
Lucas Barros
So the main thing here is that you are a retailer now, you're a media. So what's the point to advertise a product that is not in the store?
- [16:14]
Peter V S Bond
Yeah, that's a real problem. Because if you don't have an understanding of the inventory condition of your products, then advertising for a product that's out of stock is a waste of effort. It's certainly not going to make the brand very happy and it's not going to move the needle for the merchant either.
- [16:33]
Lucas Barros
And for the retailer either.
- [16:35]
Peter V S Bond
Yeah. And increasingly retail media is having, even for, for particularly for omnichannel retailers, it's having a dramatic impact upon the inventory conditions at retail. Right. Because a lot of the activation you're doing is not about driving necessarily an actual pure E commerce transaction where the product is ordered, it's shipped to someone's house or it's delivered to their house. A lot of time they're going to the store to pick up the product that they ordered, then they're walking into the store and they're making additional purchases. Retail media is about influencing everything that they're doing, wherever they choose to shop, however they choose to shop. And so it's very important that when you build your retail media plan that the inventory capacity of all the mechanisms by which you fulfill that product are sufficiently available. Because the last thing you want to do is get someone to buy something and then it's, or even get to the point where you're where they want to click the buy button and you've been advertising it and suddenly they're out of stock. Like that's a, that's an unmet, unfulfilled need and all you're going to do is disappoint your customers. And that's the last thing anybody it doesn't want. The brand doesn't want that, the retailer doesn't want that.
- [17:53]
Lucas Barros
So the first partnership that is important as your point of view is the merchants with the retail media.
- [17:59]
Peter V S Bond
The second one, which it's the brand with the retail media network, they need to know that that alignment is happening so that when they talk to the retail media network and they plan, it's not going to be something that the merchant is going to say to them a week afterwards, oh yeah, don't do that, I want you to do this instead. There has to be a direct alignment. So now it becomes a discussion not of, you know, I'm a slave to two masters, right. I've got the retail media network wanting me to do something and the merchant to do something else. Instead it's a conversation about, all right, what are the objectives I have for this brand? I'm trying to launch a new product, I'm trying to do a product extension, I am trying to associate my product with a particular event or a time of the year. I have a very established brand, I have a new brand. All of those requirements, different tactics and they also require different key performance indicators like when I'm, you know, return on advertising spend, which is probably the most common metric that most retail media networks consider and have been using for years and their derivations of it, incrementality, ROAS or iroas, whatever you want to call it. The fact of the matter is, is if I'm launching a new product and I'm trying to use ROAS or IROAS as my metric of, of performance, you're.
- [19:25]
Lucas Barros
Wasting your time, wasting your time, your money.
- [19:28]
Peter V S Bond
Right. You're not about, you're not about return on advertising spend, you're about awareness.
- [19:32]
Lucas Barros
Yes. How many new customers, how many impressions.
- [19:35]
Peter V S Bond
How many new, new to brand customers am I bringing in?
- [19:38]
Lucas Barros
That's how many customers to the category.
- [19:40]
Peter V S Bond
Exactly. And that's what you've got to focus. So it's important that obviously the, the consultants that are working on the retail media side have a very in depth knowledge of their ad products and what tactics each of those ad products achieve. And then working with the brands who know their brands and what they're trying to achieve with them, the two of them can collaborate and create a retail media strategy that will achieve those and has the right outcomes that are measured by the right KPIs. Yes.
- [20:12]
Lucas Barros
And you make me think before we go to the third partnership, important partnership for retail media networks, you made me think about so if the retail media network needs to partner with merchants and need to partner with brands, what's your thoughts about what's the main role of collaboration of the retail media like? Is it enabled collaboration between merchants and brands? It's like we hear some of those topics today with the brands, with the panel that we discussed with Nestle and, and Unilever and they were saying like we were a few years ago, we were in a transaction, kind of transactional.
- [20:58]
Peter V S Bond
Everything was campaign by campaign.
- [20:59]
Lucas Barros
Exactly. And our relationship was very transactional. And now we are moving forward to more co creating retail media.
- [21:08]
Peter V S Bond
Retail media has to be a core component of every joint business plan between a manufacturer and a retailer. It can't be an add on, it can't be the merchant decides on a JBP with the brand and then emails the plan over to retail media.
- [21:24]
Lucas Barros
But do you think that the role is an enabler of the collaboration or is it part of the collaboration?
- [21:31]
Peter V S Bond
No, I think it enables collaboration because you're now moving a little bit more upstream in the marketing process for the brand and increasingly brand advertisers. So the brand managers and what have you are playing an integral role in building a plan for how that activation occurs at an individual retail customer.
- [21:53]
Lucas Barros
Yes. Everything is moving so fast. Like structures are changing, the way we work with are changing, the roles, everything is changing. So that takes me to the third point, third and last point of collaboration. Which one is it for you is about the tools that we use is about the agencies.
- [22:13]
Peter V S Bond
Yeah. I would say a couple of things. One, in order to have an effective retail media network, you're going to need analytic tools. So read that as first party data that allows me to define audiences of consumers based upon their purchasing behavior so that I can then decide which ones are the most important to me and I can decide which tactics I need to leverage to reach each of those audiences. Like what you're trying to do with somebody who's never bought your brand before is fundamentally different than what you're trying to do with someone who loyally buys your brand every week. Right. So that level of collaboration has got to be predicated on data. It can't be based upon a hunch that somebody has that. That's not. Hunches are not measurable. Right. So you need that. Now agencies are also very important in the process of planning for retail media. Why is that? It's important because to that extent they understand the tools and the analytics that are involved throughout the ad tech stack.
- [23:18]
Lucas Barros
They're used to, they're being years, they've.
- [23:20]
Peter V S Bond
Been doing this for years and now what they're able to do is say, okay, I'm going to help you with the administration of your retail media investment at scale. Because you need a virtual army of people to just plan out all of these different campaigns. Otherwise you end up just doing fewer campaigns and you do it with audiences that are less refined than they could be. If you use an agency that has a tech stack that deals with concepts like how do I structure intraday bidding for my retail media so that I can get the maximum amount of reach at the lowest cost per click. Right.
- [24:02]
Lucas Barros
But you took me exactly to the next question. That is the challenges. So in order to make the agencies or whoever a partner, we have many challenges. We are just starting. And what are the main challenges that are coming? Like what do you see in the US and from there are the ones that we have in Latin America?
- [24:25]
Peter V S Bond
Well, I'll talk a little bit about first. Just finish off my thought on the agencies. Agencies are a critical component of the ecosystem. And the best way for agencies to be able to deliver measurable return to the brands is the closer they are connected to the retail media network in terms of integration, in terms of understanding the capabilities and the objectives, the more they're able to service the brand. So that's very important. So I strongly urge all agencies to be building really great relationships with their retail media networks. More API integrations, more functional capabilities, and also a lot of them are going to be leaned on by the brands to contribute to the measurement process. Right. Because at the end of the day, if this is going to work and deliver against the promise of a closed loop measurement system, you have to have that performance metric. Right. So there are two ways you can deal with this. The retail media network can offer a measurement system. The best advice I give to them is make the calculation as transparent as possible. It can't be a black box saying, your campaign was successful, give me the numbers. No, just trust us, it was successful. I don't think that's anything you would ever deliver to your clients. And I know it's something that the brands would not resonate with. So you have to make it transparent. And in some cases, obviously you understand that you're not the only retailer in this industry and they're investing in other retail media platforms being able to plug into a third party which does an independent measurement system so that the mechanism and the measurement approach from platform to platform is consistent. That's how you're going to justify to brand managers to move their investment from other mechanisms into retail media, which is a very good closed loop performance metric system. Exactly.
- [26:31]
Lucas Barros
And in terms of the challenges that we are getting in, like sure. What is happening in the US and what happened before in the last three years that they already solved, maybe that are the ones that we are going to solve in the next four years.
- [26:47]
Peter V S Bond
So the big, the biggest challenges has been, have been. Well, I'll just talk on a macro level. There are now somewhere in by all metrics what 200 retail media networks in the United States. That is an enormous undertaking for a brand to try and manage. And they don't. Because in all honesty, and if you look at some recent data by emarketer, it said that in the US 72% of all retail media spending is going on Amazon. 7% is going to Walmart. So if I do my math, 70. Right.
- [27:22]
Lucas Barros
So 13.
- [27:23]
Peter V S Bond
So basically, yeah, you know, 13% or so it's. Well wait a minute, 72 plus 7 is 79. So 11% is going to the other 198 networks. Right.
- [27:37]
Lucas Barros
How difficult is that for a brand?
- [27:39]
Peter V S Bond
It's impossible. And so what ends up happening is that the investment against retail media networks for the other 188 is primarily being executed by the shopper marketing team that's assigned to that retailer.
- [27:52]
Lucas Barros
But it's not the first time that this happens in marketing. I mean like leave it with, with social media, we leave it with search engines and how, how will develop how, how we will move forward with this.
- [28:07]
Peter V S Bond
Like yeah, well the first there's going, I'll just say there will be, there will be, there will be consolidation in retail media networks. Not, not necessarily a retailer physically buying another retailer. There is some of that happening, but it's going to be more about super regional retailers in the US combining and offering a single point of access. Like I had a retailer that came to me that, that was predominantly in the New York City area and they said to me, I can't invest in my retail media network the way that you know, a Kroger does. Right. I, they just have, they can, they can amortize the cost across the volume from many, many more stores. And I looked at them and I said, well then what you should probably do is get on a plane, fly to Cincinnati and say to that retail media network, hey, we love what you're doing. We noticed you don't have any stores in New York City. Guess what? I have now, does that mean that the margin that the New York based retailer will achieve on the retail media investment will be shared with the larger retailer. Yes, but now their geography is going to be attached to literally every single national campaign that's executed. You will make up much more in the total dollars that you put in your pocket than you are from the margin rate that you're getting. You just have to think about. So there's going to be some consolidation. Right. The other thing is inventory. Right. Increasingly the goal is to have as much inventory as possible so that you can go where your consumers are going. Right. So I expect to see many more of the retail networks plugging into as many of the, of the publishing capabilities of streaming services as possible. I also honestly think that publishers are going to, are going to want to connect into retailers from a clean room perspective because now I can measure the data. Yeah. I can share data and I can measure the performance. So there's a lot that's going on right now that's happening very quick with respect to Latin America. Even though it's a, it's a, you know, there's some intricacies of Latin America that are, that are different. Right. One, it has much lower E commerce penetration to begin with and that has been. But conversely, of late you're seeing a faster growth rate happening in Latin America than you do in North America because it's already well developed.
- [30:44]
Lucas Barros
Is it retail media in store, retail media as important in the US as in here in Latin America? As you said, the digital advertising market in US Is huge. Here in the, in Chile we are like 50, 50 almost.
- [31:00]
Peter V S Bond
So, so like I was in Mexico this summer and I was walking retail stores and the level of in store retail media penetration was substantially lower than when I saw it in the U.S. i'm not saying that every grocery store you walk into the US has digital screens on it, but I would say in the next year or two, it'll be more likely that you walk into a store with digital screens than walking into a store without digital screens. There's still a lot of, and digital screens are a challenge, right, because there's a capital investment there and retailers generally are not built to bear the cost of that capital. So they're more to some degree relying on, on third parties.
- [31:43]
Lucas Barros
Partnerships.
- [31:44]
Peter V S Bond
Partnerships, right. That come in to do that. And so you've got to find the partners that are willing to make the capital investment to deploy those capabilities so that then that they can partner with the retailer to monetize that and get good returns out of it.
- [32:02]
Lucas Barros
And last but not least, what are the trends that you.
- [32:08]
Peter V S Bond
Yeah, so for me there are a bunch of trends that are that have my attention. The impact of social commerce is certainly.
- [32:15]
Lucas Barros
Is it going to go big?
- [32:17]
Peter V S Bond
I think it's huge. I think if you're not invested in commerce on TikTok and platforms like that, you're missing the boat. I mean, the stat that I quoted in the presentation today is already TikTok, in a very short period of time is able to convert 40% of its users to conduct commerce on their platform. I mean that's just enormous. And you think about the power of these influencers for all the effort we put into hiring big celebrities to do all this stuff, some little kid on a skateboard from Sheboygan, Wisconsin or wherever, they have more impact in many cases on driving sales of consumer products than George Clooney or anyone else that we know.
- [33:03]
Lucas Barros
Creator economy.
- [33:04]
Peter V S Bond
Creator economy is enormous. It is and it's here to stay.
- [33:09]
Lucas Barros
And it engages us.
- [33:11]
Peter V S Bond
The challenge is also understanding who your audience is and contextually, what kind of communication do you want to give to them, knowing what's their device of choice. You know, we used to the advent of flat screen TVs. Like I walked into a store the other day and I remember buying a 42 inch TV. I don't know, 10 years ago it was about $3,000, like a 32 inch. You know, it's like under a hundred dollars these days. You know, the most, the most advanced giant TV is less than what I paid for that TV three years ago. So. But, and that's great, and that's great for some of the streaming at home. But, but conversely, where are most of my consumers going to be exposed to media? It's not on that tv. It's going to be on their mobile device. Now I've got this tiny little device and my glasses. Exactly. Sometimes. But I have to prepare for understanding how my consumer consumes content. And I have to make sure that the way I'm investing in advertising aligned to their, their content mechanisms.
- [34:24]
Lucas Barros
Yeah, I love the sentence how consumers consume content. Because what is going to happen with the assistance that they are growing so fast, maybe the whole media industry will change and move to that. Because we are not going in a few years more. We are not going to have this screen also.
- [34:41]
Peter V S Bond
No, I don't, I don't. That's my point is like I don't know where we're going to be in five years. No, when they plug the chip into my head and I can. It just goes across my eyeballs.
- [34:50]
Lucas Barros
Exactly.
- [34:50]
Peter V S Bond
Right. But the point is if you're a good marketer, you can't be Afraid of any of this, you have to lean in, embrace it and test and learn. And that's one of the reasons retail media is so powerful, because it allows you the environment to create small test and learns that don't cost a lot to do, but can give you so much information and inform the direction you want. That's not something you could do before.
- [35:18]
Lucas Barros
Peter, we ran out of time and it was so interesting that the time flies when we talk together like last.
- [35:26]
Peter V S Bond
So, Lucas, you're going to come back and you're going to come on the CPG Guys podcast. I think it's only fair, right?
- [35:30]
Lucas Barros
We will try.
- [35:31]
Peter V S Bond
Yeah. And I think we're going to have to bring Pamela along because she wants to talk Phronesis.
- [35:36]
Lucas Barros
Yes, I know.
- [35:37]
Peter V S Bond
We don't bring her. She's going to get fomo. And I've got. Yeah. And everybody's watching. I've got my Phronis T shirt. And everyone was shocked. Like, where did you get that? And I'm like, I had it made.
- [35:46]
Lucas Barros
Yes, it was great.
- [35:47]
Peter V S Bond
Always be on brand, right?
- [35:48]
Lucas Barros
We were very, very lucky to have you. You are not just a great host, Peter, today you show us that you are a great guest.
- [35:56]
Peter V S Bond
Thank you.
- [35:57]
Lucas Barros
All the knowledge that you bring to the table is very, very valuable to us. You are helping us also to. To build industry. It's very tough because we are just starting. So we are in this mission of bringing all the knowledge to. To the heads of all the people that we are bringing here. So thank you very much to looking forward for the episode with the CPG Guys.
- [36:21]
Peter V S Bond
Yeah, I'm going to do a couple shameless plugs. Obviously, follow us on LinkedIn. Just search for the CPG guys and see all the content because it's more than just a podcast. We produce a lot of content on LinkedIn, video series and other things, and it's great little supplements to everything we're doing on the podcast too. Follow us on whatever platform you like. Apple, Spotify, if you have a home device like a Google Home or an Alexa device, you can just ask them to play the CPG Guys and they're pretty good about doing that. And if you do follow us on the podcast and you like it, I would just encourage you to go and give us a star rating and leave us a review because it's how we, one, know whether you like it and two, learn are there other things we want to talk about? And while you're there, they should certainly be following your podcast as well. Yeah. So all of those are very important. But the best thing I'll say is if you're not into podcasting, give it a try, because it's a mechanism that allows you to passively consume knowledge. And I've shifted my behavior from when I'm on a long drive, I'm not listening to music anymore. I've queued up a whole series of podcasts because I can improve myself and it doesn't require any extra effort on my part.
- [37:41]
Lucas Barros
I do exactly the same. And your podcast and and your podcast helped me a lot to understand and go faster in this industry.
- [37:50]
Peter V S Bond
So thank you.
- [37:50]
Lucas Barros
Thank you very much. I will finish in Spanish so I can invite everyone in Spanish to listen to your podcast.
- [38:08]
Unknown
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