CPG Insiders

By Mark Young

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.

6 episodes

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All Episodes

CPG Scaling: Fractional Expertise Over Full-Time Hires for Cash Flow

Feb 25, 2026

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

Feb 11, 2026

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

Jan 26, 2026

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

Jan 13, 2026

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

Dec 15, 2025

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

Dec 03, 2025

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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