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.
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Kheri & David answer these questions:
- How do you each define creativity today — especially in a world driven by data, retail media, and performance metrics?
- From your brand and agency perspectives, how can creativity and commerce actually work in harmony, not in conflict?
- What does a modern, high-functioning brand–agency relationship look like in 2025?
- What do you both wish more agencies/brands understood about each other when it comes to delivering real business outcomes?
- How do you align both short-term wins and long-term brand equity?
- 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?
- 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?
- How does Primo balance bold brand-building with the need to drive measurable business results?
- How do you measure the impact of emotional resonance — and justify investment in brand storytelling in a ROAS-heavy world?
- What does sustainability mean to you? How are guys practicing it out
- What’s one emerging trend — in consumer behavior, media, or creative — that excites you most right now?
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