Episode Details

The CPG Guys are joined in this episode by Chris Riedy, Chief Revenue Officer at Ibotta and Yeimy Garcia Smith, SVP, Global Measurement and Enablement at Circana. Ibotta is is a performance marketing platform allowing brands to deliver digital promotions to over 200 million consumers through a network of called the Ibotta Performance Network. 

This episode is sponsored by Ibotta and was recorded in Cannes Francine at the Cannes Lions International Festival of Creativity.

Follow Chris on LinkedIn at: https://www.linkedin.com/in/chrisriedy

Follow Ibotta online at: http://ibotta.com

Follow Yeimy online at: https://www.linkedin.com/in/yeimy

Chris and Yeimy answer these questions:

1. From Circana's macro perspective, where does the traditional measurement infrastructure break down first in this fluid loop?
2. Are you guys competing, complementing, or building a completely distinct layer of demand? 
3. Where do brand equity investment and performance investment harmoniously meet in this modern loop, and how do you ensure one isn't starving the other?
4. What does trustworthy, mathematically sound measurement actually look like in 2026, and why is it an absolute baseline requirement right now?
5. When you listen to CPG brands express their deep frustrations with modern attribution models, what is the core complaint you hear, and how do you define "trustworthy truth" to a skeptical CMO?
6. Yeimy, what does it mean for the industry that promotions can now be evaluated on equal footing with media? And Chris, for a brand CMO sitting here at Cannes today, how should this change the way they think about where promotions sit in their investment mix?
7. Yeimy, when Circana runs the numbers across the entire consumer staples landscape, what unexpected, baseline operational traits do a legacy multi-billion-dollar giant and an agile, emerging challenger brand have in common when it comes to capturing actual volume growth today?
8. Chris, expanding on that, when Ibotta double-clicks down on a hyper-growth challenger brand like Chomps — which Circana crowned a Growth Leader and which has blockbuster velocity across the IPN — the independent Circana Household Lift study told a striking story: households exposed to the Ibotta campaign outperformed the snacking category household penetration benchmark by 9x. What does that kind of new buyer acquisition data reveal about how challenger brands should think about promotions as a growth lever, beyond the traditional discount mechanic? 
9. If you two could completely re-architect the ideal measurement infrastructure from the ground up for a CPG brand trying to successfully navigate the next three years, what does that blueprint look like, and exactly who needs to be in the corporate room to enforce it?
10. For a CPG brand CMO or commercial executive sitting in this room today who leaves Cannes and has to make one decisive change to how they evaluate, measure, or deploy capital across the commerce funnel this quarter—what is the single piece of practitioner advice you would give them? Yeimy, you first, then Chris.

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