You, Me & CPG by Haines
Welcome to You, Me & CPG, the podcast that cuts through the noise to
make sense of some of the biggest shifts reshaping the CPG industry.
Your host, Jamie Holtum, will take you beyond the label to focus on the
topics that matter - the meaty, useful and relevant issues that are keeping
CPG leaders up at night.
Our ambition is simple. We want you to leave with genuine real-world
implications you can take back to your team. Ideas that unlock growth,
challenge assumptions and reframe some of the ways your business thinks
or does things.
Brought to you by Haines, a dedicated CPG growth partner working non-
stop on the future of food, drink and wellbeing, You, Me & CPG uncovers
the conversations behind the briefs, where strategy meets reality and big
decisions are made.
Whether you’re a global giant or insurgent upstart, if you want to make an
impact – this podcast if for you.
Learn more and follow the journey at: https://www.hainesmcgregor.co.uk/
You, Me & CPG by Haines
'Fall In Love With Problems, Not Solutions’ - Carlsberg CMO Yves Briantais on Regaining Iconicity, Backing Bravery, and Accelerating Creative Culture #21
The playbook for today’s guest on You, Me & CPG is bold. It’s brave. It’s divisive. But above all else, it’s memorable.
As Carlsberg’s CMO, Yves Briantais intends to write the culture, not follow it. The aim is to elevate the brand to icon status, and it couldn’t be in better hands…
Yves draws on his extensive experience as he shares how to find the line between bold and reckless marketing, treating marketing like politics, and why imagining Carlsberg as a ‘health company’ might ensure its long-term survival.
This episode covers
- The importance of creative bravery, pushing marketing to be exceptional
- Brand reinvention in the modern market
- Holistic marketing; understanding the ‘why’ behind the ‘what’
- How to write the culture without being on the wrong side of it
Yves Briantais
https://www.linkedin.com/in/yves-briantais-4889502/
Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/
Learn more and follow the journey at: https://www.hainesmcgregor.co.uk/
https://www.linkedin.com/company/haines-mcgregor/
https://www.instagram.com/hainesmcgregor
