The FMCG Guys

We recently hosted a fun interview about Retail Media in Aviation with Kinective Media℠ by United Airlines' Aaron Gallagher. Check out the best moments here ✨

We are taking a break this Saturday to give visibility to this recent The CPG Guys episode with no other than PepsiCo's President North America Michael Del Pozzo. Find it today on your favourite podcast player in either podcast!

Please join us in congratulating the one & only Lauran Wilcox on her recent move to Dubai as ABM Lead, MENAT at Amazon Web Services (AWS)!

𝗔𝗜 𝗶𝗻 𝗥𝗚𝗠: 𝗙𝗿𝗼𝗺 𝗛𝘆𝗽𝗲 𝘁𝗼 𝗛𝗮𝗿𝗱 𝗥𝗲𝗮𝗹𝗶𝘁𝘆 Over the past few years, AI has been touted as the next big unlock for commercial excellence in FMCG. But digging into Buynomics’ Future of RGM Report 2026, we see that while almost every CPG leader expects AI to transform the way we price, promote, and plan… very few have actually made it happen: 𝟰𝟬% of companies have 𝗻𝗼 𝗔𝗜 𝗱𝗲𝗽𝗹𝗼𝘆𝗲𝗱 𝗶𝗻 𝗥𝗚𝗠 today 𝟰𝟱% are running 𝗽𝗶𝗹𝗼𝘁𝘀 Only 𝟯% have 𝗳𝘂𝗹𝗹𝘆 𝗲𝗺𝗯𝗲𝗱𝗱𝗲𝗱 𝗔𝗜 in their processes This isn’t a failure of technology. It’s a failure of translation and managing to turn AI capabilities into everyday commercial routines. The barriers aren’t mysterious: 𝗯𝘂𝗱𝗴𝗲𝘁 pressure, lack of 𝗲𝘅𝗽𝗲𝗿𝘁𝗶𝘀𝗲, 𝗳𝗿𝗮𝗴𝗺𝗲𝗻𝘁𝗲𝗱 𝗱𝗮𝘁𝗮, unclear 𝗥𝗢𝗜, and 𝗹𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗿𝗲𝘀𝗶𝘀𝘁𝗮𝗻𝗰𝗲. If these sound familiar, it’s because they’re the same frictions slowing RGM maturity as a whole. In the few places AI is being used effectively in RGM, the first benefits are speed and precision. Faster decision-making. Better scenario planning. Improved forecast accuracy. These are foundational gains — they lay the groundwork for more impactful outcomes, like margin expansion and truly predictive planning — but they require scale and trust to deliver P&L impact. Here's how we see it: --> 2026 needs to be the crossover year, shifting AI 𝗳𝗿𝗼𝗺 𝗣𝗢𝗖 𝘁𝗼 𝗰𝗼𝗿𝗲 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝗮𝗽𝗽𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻𝘀. --> Winners will be those who 𝗼𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹𝗶𝘇𝗲 𝗔𝗜, not just experiment with it for optics; embedding it into pricing, PPA, trade terms, and promo design. -->Leaders must 𝘁𝗮𝗰𝗸𝗹𝗲 𝘁𝗵𝗲 "𝗵𝘂𝗺𝗮𝗻 𝘄𝗼𝗿𝗸" 𝗳𝗶𝗿𝘀𝘁: build data quality, cross-functional processes, governance and education, so AI outputs are trusted and actionable (because garbage-in, garbage-out :)). We've had a few guests speaking on RGM in our podcast, and we're keen to discuss more! What's your take? ➡ How far along is your organization in scaling AI for RGM? ➡ What’s the single biggest obstacle? #RGM #RevenueGrowthManagement #AI #FMCG #ConsumerGoods #CPG #Analytics #Leadership

AIR (Advanced Inhalation Rituals) is continuing an exciting expansion and has recently named Helgi Tómasson Jonsson as GM Europe. All the best!

Episode 286 with Benjamin Lickfett from Diageo 🍸 💡 - Apple Podcasts: https://lnkd.in/dvmx6bQu - Spotify: https://lnkd.in/dkP8Q_3f In this conversation, recorded live at SMG and ADWEEK’s Retail Media Summit UK, you’ll hear about how rethinking consumer journeys, deploying AI-driven personalization, innovating beyond the bottle, bringing tech into heritage brands, and staying ahead in fast-changing spaces like travel retail, martech, and sustainability. Tune in to hear about: - What “Breakthrough Innovation” means at Diageo and how Benni’s team operates beyond the bottle - Benni’s unconventional background and how his startup and consulting experience shaped his role today - How consumer behaviour and the traditional marketing funnel have evolved in recent years - Leveraging technology — martech, AI, data and personalization — to enhance the end-to-end consumer journey - How Diageo prioritizes innovation, balances build vs partner models, and stays ahead of emerging trends

Did you catch our recent episode with Lucia Mastromauro, Global VP of Ads at Deliveroo? Here's a cutdown with the best moments!

Celine LEVOINTURIER is SharkNinja's new MD Central Europe. Congratulations and all the best in this new challenge!

Please join us in congratulating our '23 guest Virginia Cervantes on her new role as Managing Director LATAM at Ocean Spray Cranberries 💧 . Well done!

Episode 285: The Hot Seat with Lisa Tan 🤩 👉 Watch or Listen here: https://lnkd.in/dMPGvz6d The Hot Seat is this fun, fast and slightly chaotic collaboration of The FMCG Guys and The Women in Retail Media Collective. In this episode, Ana Laura and Daniel are joined by this Retail Media Leader based in Singapore with experience in both Retail and Ad-Tech. The episode opens with rapid-fire personal questions to get to know Lisa before getting into uniquely Singaporean myths, retail market realities, and the quirks of working across tech and retail media. Lisa breaks down the structure of Singapore’s retail landscape, and why the country’s “boring but safe” reputation is actually a commercial advantage. Through games like This or That and True or False, she shares sharp takes on talent gaps, how retailers behave at the media table , the fragmented state of APAC retail media, and why many networks are still e-commerce operators trying to act like media companies.