The CPG Guys are joined live from the Cannes Lions International Festival in Cannes, France, by Emily O'Hara, VP and Global Head of Brand and Media at eBay, and Lisa Clunie, co-founder and CEO of the agency Joan. This episode focuses on the partnership between an agency and how a relationship with a brand helps develop its long-term equity.
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Here's what the CPG Guys asked them:
- Emily - Most people don’t immediately think of eBay in the context of CPG. How are you shifting that narrative, and where does eBay fit in the modern commerce ecosystem?
- Lisa - How do you approach brand storytelling differently for platforms like eBay, where community and culture play such a big role?”
- Both - What makes the eBay + JOAN partnership successful? How are you aligning around bold ideas while staying rooted in performance? What does success look like for you both? What are the KPIs that matter when you’re balancing storytelling with commerce?
- Emily - How does brand voice show up on a marketplace like eBay? What does authenticity look like there? Can you share an example where storytelling, brand identity, and commerce came together really well on the platform?
- Lisa - How do you navigate brand control in a space like eBay, where sellers drive so much of the listing content and experience? What advice do you give them as you navigate the creative process?
- Emily - What insights have surprised you the most about today’s eBay shopper, especially from a CPG or lifestyle brand lens?
- Lisa - Are there tools or strategies you’ve used to show that non-traditional retail exposure drives long-term brand health?
- Both - How do you both see the role of marketplaces like eBay evolving in the future of CPG and brand marketing?
- Lisa – the future is already upon us, AI is here in practice? How does it impact creativity and personalization?
- Emily – how are you thinking about responsible AI for eBay and ensuring consumer trust as they use the platform?
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