The Role of Private Label in Driving Brand Retail Media Investment with Omnicom Commerce's Jacquelyn Baker

The CPG Guys

The CPG Guys are joined in this episode by Jacquelyn Baker, CEO of Omnicom Commerce, a Flywheel Commerce company. Omnicom Commerce consists of Tracy Locke, Hagarth & TPN agencies.
Specializing in designing compelling brand experiences for both owned andthird- party (3P) retail environments, Omnicom Commerce blends brand building with commerce, driving discovery, loyalty, and conversion to help brands scale effectively.

Follow Jacquelyn Baker on LinkedIn at: https://www.linkedin.com/in/jacquelyn-baker-a5b6811b/
Follow Omnicom Commerce online at: https://omnicomcommercegroup.com/
JB answers these questions:

1. Up to this point, the debates and discussions between brands & retailers around retail media investment have centered around the levels of platform sophistication, the questions surrounding measurement standards and reliability, and of course cost. Are we at a point that we have reached a new echelon, where in the world of retail media we should be discussing a major existential threat to brands…private label?
2. Over the past three years, retailer private label consumer packaged goods (CPG) have seen significant growth, accelerated by changing consumer behavior and economic pressures.What has happened to the share of wallet/stomach that private label commands in the US market?
3. Has private label been changing its game of late in terms of being a credible national brand alternative and if so, how?
4. With this as the backdrop and as retail media networks continue to push to unlock more brand spend, does the industry need to evolve to bring the retail merchants and the media sellers closer together?
5. What must the brand manufacturers do in collaboration or negotiation with their retail customers to realign that balance of power with private label and the value proposition that each player in the shopper ecosystem delivers? What are the levers at the disposal of brands?
6. Looking forward, what trends in CPG national brands and private label are you most interested in following that will transform everything we have covered in our discussion today?

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