Spark Sessions | Public Label Agency Podcast with Summer DuBois

The conversation explores the evolving landscape of retail media networks, focusing on the strategic choices and challenges faced by brands in navigating platforms like Amazon and Walmart. It delves into the importance of measurement, the impact of retail media networks on brands, and the nuances of vendor relationships. The conversation delves into the challenges and opportunities in retail media, the impact of AI on consumer behavior, and the need for a coordinated strategy across in-store and online channels. It also highlights the importance of data-driven decision-making and the role of storytelling in brand success.TakeawaysRetail media networks require brands to make strategic choices and understand the unique dynamics of platforms like Amazon and Walmart.Measurement and attribution are crucial for brands to assess the impact of retail media networks and make informed decisions. Retail media requires a shift in internal capability and a focus on consistent storytelling.AI tools are changing consumer behavior and require brands to adapt their content and strategies.A coordinated strategy across in-store and online channels is essential for success.Chapters00:00 Introduction to Retail Media Networks07:24 Amazon vs. Walmart: E-commerce Strategies13:13 Performance and Measurement19:00 Measurement and Attribution25:50 Challenges and Opportunities in Retail Media32:20 Impact of AI on Consumer Behavior38:05 AI Tools and Content Strategy49:53 Coordinated Strategy Across Channels

SummaryIn this episode, Summer DuBois engages in a thought-provoking conversation with Sayf Sharif, co-founder and president of Three Bears Data. They explore the intersection of data, marketing, and human behavior, with Sayf sharing his unique journey from archaeology to digital marketing. He emphasizes the importance of understanding consumer behavior through data, likening it to the archaeological process of uncovering human history. The discussion delves into the challenges marketers face with data overload, the misconceptions surrounding measurement, and the need for a shift in mindset towards more effective data utilization.Sayf critiques the traditional linear marketing funnel, arguing that it oversimplifies the complex consumer journey. He advocates for a more nuanced understanding of consumer behavior, suggesting that marketers need to embrace a more dynamic approach to measurement and decision-making. The conversation also touches on the role of AI in marketing, the importance of clean data, and how marketers can leverage insights to drive better business decisions. Ultimately, Sayf expresses his passion for problem-solving and helping brands navigate the evolving landscape of marketing and data.

Mission driven brands are everywhere, but most never reach scale. In this episode, fractional CMO and operator Hannah Robbins breaks down what separates the brands that grow from the ones that stall. She explains how founders should define a real consumer value proposition, why early stage companies misunderstand their audience, what proof of concept actually means, and how to avoid bad channel decisions that kill momentum. Hannah also gets into the realities of fractional leadership, the difference between passion and commercial discipline, and the operational rigor required to turn a mission into traction. If you work inside an emerging CPG brand or support one, this is a sharp look at what it takes to grow with intention.

In this episode of Spark Sessions, Summer DuBois talks with Ted Ning, founder of Forum for Naturals, a collective of marketing and sustainability leaders from some of the most innovative natural and organic brands in North and South America. What began as a check-in during the early days of COVID has evolved into a thriving peer network that helps brand leaders share challenges, swap insights, and build smarter, more connected businesses.Ted and Summer explore how the natural products industry continues to grow faster than conventional CPG, why leaders are shifting focus from rapid expansion to sustainable profitability, and what’s fueling the next wave of innovation across the category. They discuss the value of peer learning, the importance of vulnerability in leadership, and how collaboration—not competition—is reshaping the playbook for modern brands.The conversation also touches on how consumers are redefining “better-for-you,” what sampling and experiential still mean in a digital world, and how authentic storytelling builds trust in an era of noise and skepticism. Whether you’re leading a challenger brand or navigating growth inside an established organization, Ted’s perspective offers a reminder that community might just be the most underrated growth strategy in CPG today.Forumfornaturals.com

In this conversation, Ken Fenyo shares his extensive experience in the retail industry, focusing on the evolution of loyalty programs, the importance of data in understanding shopper behavior, and the innovations driven by AI and automation. The discussion highlights the need for collaboration between brands and retailers, the significance of integrating media into the shopping experience, and the human element in navigating these changes. Key takeaways emphasize the importance of understanding customer needs and investing in change management to adapt to new technologies.

In this episode of Spark Sessions, Summer DuBois sits down with Ashley Tschiggfrie and Stephanie Rakos to explore what it really takes to lead experiential marketing in the spirits industry. From recruiting and training brand ambassadors to managing activations across diverse markets, they break down the systems, people, and precision that make XM work in the field.The conversation digs into the human side of event marketing—how connection drives conversion, why training matters as much as creativity, and how AI is reshaping operations without replacing authenticity. Whether you’re in brand marketing, field execution, or agency leadership, this episode offers a candid look at what modern experiential marketing actually requires to succeed.

In this conversation, Chuck Aikens shares his journey through the marketing and technology landscape, emphasizing the transformative power of AI. He discusses the challenges and opportunities that come with embracing AI, the importance of collaboration, and how AI is reshaping shopping behaviors. The dialogue also touches on the partnership between Shopify and OpenAI, the concept of a six-minute shopping journey, and the tools that can enhance productivity in the age of AI.takeawaysChuck Aikens has a rich background in marketing and technology.AI presents both opportunities and challenges for marketers.Embracing AI can lead to increased productivity and reduced stress.The fear surrounding AI adoption is common but can be overcome.AI should be viewed as an assistant rather than a replacement.Building capabilities in AI is essential for knowledge workers.The co-pilot philosophy emphasizes collaboration with AI.AI is changing consumer shopping behaviors significantly.The partnership between Shopify and OpenAI is set to revolutionize e-commerce.Understanding AI's impact on work and collaboration is crucial for success.

In this episode of Spark Sessions, Candie Velasco, the group creative director at Public Label, shares her creative journey from childhood to her current role. She discusses the importance of women in leadership positions within the creative industry, the iterative process of creativity, and how AI tools are changing collaboration. Candie also emphasizes the significance of emotional connections in experiential marketing and the strategies behind building brand loyalty.TakeawaysCandie's creative journey began in childhood with art and entrepreneurship.She emphasizes the importance of women in creative leadership roles.The iterative process of creativity involves constant brainstorming and refinement.AI tools like ChatGPT serve as valuable collaborators for creatives.Experiential marketing creates emotional connections that drive brand loyalty.Understanding the target audience is crucial for effective marketing strategies.Creatives often need to step back and find inspiration in their surroundings.Balancing desk work with real-world experiences is essential for creativity.The right creative talent should be able to articulate their process and connect it to strategy.Emotional connections in marketing lead to brand loyalty and consumer engagement.

SummaryIn this conversation, Brian Kittelson discusses the integration of immersive commerce and experiential marketing, emphasizing the importance of creating authentic brand experiences that drive consumer engagement and conversion. He outlines the key elements for successful experiential events, the role of brand ambassadors, and the challenges faced by legacy brands in adapting to a rapidly changing marketing landscape. The discussion also touches on the impact of AI on personalization and the need for brands to rethink their marketing strategies to remain relevant.TakeawaysExperiential marketing is not just an event; it's a commerce strategy.Digital marketing is becoming less effective, leading to a need for immersive experiences.Authenticity in brand experiences is crucial for consumer engagement.Successful events must be designed for relevancy and conversion.Brand ambassadors play a vital role in delivering brand messages and driving sales.Scaling experiential marketing requires a focus on quality impressions over quantity.Common myths about experiential marketing can hinder its effectiveness.Experiential marketing can support shopper marketing efforts by driving foot traffic to retailers.Creativity in marketing must be linked to measurable outcomes.Legacy brands must adapt to new marketing realities to stay competitive.Chapters00:00 Introduction to Immersive Commerce03:07 The Importance of Experiential Marketing05:54 Designing Successful Experiences08:45 The Role of Brand Ambassadors11:49 Scaling Experiential Marketing15:06 Debunking Myths of Experiential Marketing17:59 Bridging Experiential and Shopper Marketing21:04 Creativity and Conversion in Marketing23:44 Challenges for Legacy Brands26:43 AI's Role in Personalization29:43 Building a Future-Ready Team32:47 Retail Media Networks and Shopper Marketing35:41 Reimagining the Path to Purchase

In this conversation, Benjamin Kennedy discusses the journey of creating Fable, a cannabis-infused beverage brand. He shares insights on product development, branding, and the challenges of navigating distribution in a new market. The discussion also covers the importance of understanding consumer behavior, the impact of digital marketing, and the lessons learned from transitioning into entrepreneurship. Benjamin emphasizes the vision for Fable's future growth and its potential impact on the beverage industry.TakeawaysFable focuses on responsible consumption and quality ingredients.The product development process involved extensive testing and stability checks.Branding is crucial; the name and packaging must resonate with the target audience.Distribution channels are complex, especially in the cannabis beverage market.Building brand awareness is essential before launching products in retail.Sampling is a key strategy for getting products into consumers' hands.Digital marketing presents challenges, especially in regulated industries.Understanding consumer behavior is vital for product development and marketing.The transition from corporate to entrepreneurial life requires adaptability and quick decision-making.Setting clear goals and targets is important for achieving business success.Chapters00:00 Introduction to Fable and Its Origins02:43 Branding and Packaging Insights05:08 Navigating Distribution Challenges06:37 Direct to Consumer Strategies08:50 Retailer Relationships and Market Dynamics10:39 Consumer Trends and Future Outlook12:29 Creating Inclusive Celebrations12:33 Navigating Marketing Challenges15:03 Understanding Consumers vs. Shoppers18:42 Transitioning from Traditional to Entrepreneurial22:39 Vision for the Future of Fable25:34 Lessons for Aspiring Founders26:48 Thanks for listening - Subscribe and review.26:52 Encouraging Brand Launches27:04 Thank you and subscribe

In this conversation, Megan Cohn discusses the evolving landscape of data and marketing, emphasizing the importance of understanding audience behavior, emotional insights, and the role of AI in commerce strategy. She highlights the need for marketers to adapt to changing consumer behaviors, particularly among different generations, and the significance of emotional drivers in shopping decisions. The discussion also touches on the integration of retail media, the importance of category growth, and the tools available for predictive analytics in the industry.TakeawaysData and marketing are evolving daily, creating new opportunities.Understanding the 'why' behind consumer behavior is crucial.Emotional insights drive shopping decisions more than ever.The shopper journey is becoming increasingly complex and personalized.AI should be used as a tool, not a crutch in data analysis.Retail media placements need to be strategic and targeted.Cultural shifts influence consumer spending habits significantly.The traditional marketing funnel is being challenged by new consumer behaviors.Being well-informed about industry trends is essential for strategists.Personalization is key to understanding individual shopper needs.TitlesNavigating the Future of Data and MarketingThe Emotional Shopper: Insights and TrendsSound bites"Finding the why is the hardest part.""People love to treat themselves for nothing.""Being a sponge in the industry is so cool."Chapters00:00 Introduction to Data and Marketing Dynamics03:05 Understanding Audience Data and Results05:58 The Emotional Shopper: Generational Insights08:49 AI's Role in Data Analysis and Strategy11:54 The Evolution of Commerce Strategy14:52 Emotional Insights vs. Logistical Data17:43 Cultural Shifts in Consumer Behavior20:43 Future-Proofing Commerce Strategies24:06 Understanding Retail Buyers and Category Growth25:49 Navigating Retail Media Strategies26:30 The Evolution of D2C Channels27:47 Consumer Preferences and Brand Loyalty29:24 Targeting the Right Audience for Brands30:41 Trends in Skincare and Beauty Products32:10 The Impact of Payment Options on Shopping Behavior33:21 AI Tools in Commerce Strategy34:34 Staying Updated in the Commerce Industry35:28 Advice for Aspiring Commerce Strategists36:09 The Future of Shopping TechnologyKeywords:Data, marketing, AI, commerce, shopper behavior, emotional insights, retail media, consumer trends, predictive analytics, audience segmentation

In this episode, Summer shares her experiences from the Cannes creativity festival, discussing the intersection of creativity and AI. The conversation explores the importance of human creativity in the age of AI, the significance of contextual relevance in marketing, and the ethical considerations surrounding AI and copyright. The hosts emphasize that while AI can assist in creative processes, it cannot replace the emotional depth and passion that humans bring to the table. They also highlight the need for marketers to adapt and embrace AI as a tool rather than a threat.Chapters00:00 Exploring Cannes: The Creative Festival02:52 The Role of AI in Creativity05:51 Human Touch vs. AI: The Big Idea09:06 Contextual Relevance in Marketing12:13 Ethics and Copyright in AI14:54 The Vibe at Cannes: Creativity and Innovation18:04 The Future of AI in Creative Industries20:57 The Importance of Human Creativity24:00 Key Takeaways from Cannes25:42 New Chapter

In this episode of Spark Sessions, we sit down with Laura Mellor, a seasoned leader in experiential marketing, to explore the evolving intersection between shopper marketing and immersive commerce. Laura shares her unique journey from traditional CPG marketing to leading cutting-edge experiential campaigns, offering insights into how brands can build deeper connections with consumers through real-world activations. We dive into trends like event-adjacent experiences, the power of real-time measurement with AI, and how data is reshaping brand experiences to drive conversion both in-store and online.Whether you're curious about the future of experiential marketing or seeking strategies to turn engagement into commerce, this conversation is packed with practical takeaways and emerging trends you can't afford to miss.In this episode:[00:01:00] Laura’s career journey: From client-side marketing to leading experiential teams[00:02:00] The evolution of experiential into a must-have tactic for brands[00:03:00] How data and technology are redefining measurement in experiential marketing[00:05:00] Bridging real-life experiences with e-commerce and DTC strategies[00:07:00] The rise of immersive commerce: Linking events to retail and digital shelf conversions[00:10:00] Applications of AI in live brand activations for real-time sentiment and optimization[00:13:00] Creating fully immersive consumer journeys that blur traditional marketing channels[00:14:00] The importance of post-event strategy and ongoing consumer engagement[00:16:00] Event-adjacent influencer activations: A rising trend in creator commerce[00:18:00] Challenges and creative solutions in reaching Gen Z through experiential marketing[00:22:00] Laura’s favorite project: The Josh Wine’s mobile tour and the art of on-site conversion[00:26:00] A look back: Iconic experiential examples and today’s tech-driven experiences[00:28:00] Advice for those breaking into agency life and experiential marketing

In this episode of Spark Sessions, Summer and Morgan sit down with CEO Brian Kittleson to discuss the evolution of shopper marketing into a broader concept of commerce. They explore the importance of building brand love, understanding consumer behavior, and the role of creativity in driving conversions. Brian shares insights from his extensive experience in the industry, including the significance of immersive commerce and the impact of AI on marketing strategies. The conversation emphasizes the need for brands to be bold and innovative in their approach to growth and consumer engagement.TakeawaysShopper marketing is evolving into a broader concept of commerce.Building brand love is essential, but driving action is crucial.Understanding consumer behavior is key to effective marketing.Creativity must be tied to conversion to be effective.Immersive commerce bridges the gap between experience and conversion.AI will enhance the ability to deliver targeted content quickly.Marketers need to focus on mental and physical availability.The fundamentals of marketing remain relevant despite new tools.Brands must adapt to the changing landscape of consumer behavior.Collaboration and understanding between brand teams and agencies are vital for success.Chapters00:00 The Evolution of Shopper Marketing07:07 Insights from the Field: Consumer Behavior and Retail Dynamics13:15 Creativity in Shopper Marketing16:10 Defining Commerce in Today's Market18:41 Immersive Commerce: Bridging Brand Love and Conversion25:30 Key Takeaways from the Possible Conference28:08 The Future of AI in Marketing

What happens when sales, marketing, and retail media truly converge? In this episode, VP of Commerce McCord Chapman joins Summer and Morgan to unpack his recent experience judging the Effies. From evaluating groundbreaking shopper campaigns to wrestling with the role of AI in creative strategy, McCord shares sharp takes on the future of agency work, retail media, and why nuance still beats automation. Plus, we get into GPTs, philosophy degrees, and rats that cook (yes, really).Summer DuBois is the Director of Operations and Agency innovation. ⁠⁠⁠Linked In⁠⁠⁠Morgan McAlenney is the VP of Growth. ⁠⁠⁠Linked In⁠McCord Chapman is the VP of Commerce. Linked In

AI is transforming the marketing world—so how can agencies adapt and thrive? In this episode, Morgan McAlenney and Summer DuBois-Lenderman dive into AI's role in the future of agencies, from reimagining workflows to enhancing client success. They discuss the challenges, opportunities, and the roadmap to AI integration at Public Label. Tune in for insights on navigating AI adoption, future-proofing businesses, and staying ahead in the rapidly evolving marketing landscape.