CPG Insiders
By Mark Young, Justin Girouard
CPG Insiders brings the insights and expertise that Jekyll & Hyde has gained and leveraged across more than two decades in the advertising business, becoming the top agency in the country for CPG challenger brands. On the podcast, host Mark Young (agency CEO and Chairman), along with co-host Justin Girouard (Vice President), answer the questions that our clients most often ask about creating better marketing campaigns. They offer useful perspectives and insider information on creative and media strategies, product packing, retailer needs, trends, traps to avoid and more about what it truly takes to succeed at retail.
10 episodes
All Episodes
Retail Entry's Hidden Costs--Beyond Shelf Placement
Getting on the shelf is just the start. Discover the hidden operational and financial complexities that sink most new CPG brands, and learn to navigate them for sustained retail success.
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The Entrepreneur's Paradox: Building a Prison in Pursuit of Freedom
Entrepreneurs often build a prison in pursuit of freedom, becoming indispensable to their own creation. Discover how to break free and find purpose beyond your business.
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CPG Brand Success: Embrace Reality Over Optimism
95% of new CPG products fail annually. Discover the counter-intuitive "laws of physics" that separate enduring brands from the 95% that perish.
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Retail Reality, Category Creation, and Profit Drive CPG Growth
Discover how 80% of purchases happen in physical retail, challenging e-commerce-first thinking. Gain a strategic framework for profitability and market positioning that drives exponential brand growth and acquisition value.
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CPG Scaling: Fractional Expertise Over Full-Time Hires for Cash Flow
Scaling CPG brands requires hiring strategic "whos," not just operational "hows." Leverage fractional executives to secure top talent without crippling cash flow, ensuring sustainable growth beyond initial sales.
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Mastering DTC Spend Through Scalable Economics
DTC brands scale by embracing variable, data-driven spending, investing aggressively when profitable CPA and LTV math supports it, not by adhering to rigid, pre-set budgets.
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Patience and Negative Cash Conversion Cycle Fuel Sustainable CPG Growth
Master the cash conversion cycle to fund growth with customer payments, not external capital. Build a self-sustaining, profitable CPG brand with ultimate control.
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Concentrate Ad Spend for Optimal Frequency and Campaign Success
Underinvesting in ad campaigns costs more than overspending. Achieve 6-8 impressions for impact by concentrating spend and prioritizing creative quality.
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Mitigating Seasonal Retail Risk Through Proactive Planning
Seasonal retail's allure hides margin erosion; brands must meticulously plan for discounts and manage retailer-shifted inventory risk to avoid financial hits.
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Primal Intelligence: Intuition for Innovation Over AI Optimization
Human intuition, not AI, drives innovation by spotting exceptions and anomalies. Embrace this primal intelligence to adapt faster, outmaneuver competitors, and create novel futures.
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