The Big Shift with Flywheel's Patrick Miller

The CPG Guys

The CPG Guys are joined in this episode by Patrick Miller, co-founder of Flywheel, a division of Omnicom. Joining Peter to co-host the program is Flywheel's Jacqui Dynowski. Patrick discusses "The Big Shift" white paper which he co-wrote with Katie Box.
Follow Patrick Miller on LinkedIn at: https://www.linkedin.com/in/patrickgmiller/
Follow Flywheel on LinkedIn at: https://www.linkedin.com/company/flywheel-digital/
Follow Jacqui Dynowski on LinkedIn at: https://www.linkedin.com/in/jacqueline-dynowski/
Download "The Big Shift” white paper at: https://www.flywheeldigital.com/guides/the-big-shift-retail-power-dynamics
Learn more about the CGT Sales & Marketing Summit Sept 23-25 in Princeton NJ: https://www.cgsmsummit.com/2024
Patrick answer these questions:

1. Brands were very dominant in the first half of the last century. What changed in terms of the retail landscape and how did brands respond?
2. What is it about the digital shelf in online marketplaces that differs from the physical world and what power do brands have in this channel?
3. Why are retailers so excited about retail media? What are their core motivations for launching networks?
4. For retail media to deliver revenue and profit growth to retailers, there is an expectation that it will attract “Net new” investments from brands. What do brands need in exchange for these new dollars to begin flowing at scale?
5. You often use words like closed-loop, determinism and probabilism when talking about media across retailers. What does this mean for brands in the context of their media spend and why should they be thinking about deterministic measurement?
6. Meanwhile domestic retailers are feeling pressure from new competitive sources like Chinese marketplaces. Why and how are they responding?
7. How should brands be leveraging the power they have in the era of marketplaces and retail media to realign the balance of power and how should retailers respond?
8. What types of investments and choices do brands need to make in order to evaluate which retail media networks are right for them? And how will they know which ones are best positioned to help them grow profitably?

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