{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/66912ea5fbb3fc8e8060b63c/6977f43a689e1e802635e19e?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"EP35 – Show Me The Money: CPGs & JBPs.","description":"<p><strong>The Hard Thing About Hard Things: Making Retail Media Work Inside and Outside of JBPs</strong></p><p><br></p><p>In this continuation of the <em>Show Me the Money</em> special, Viv Craske and Colin Lewis tackle one of the toughest challenges facing brands today: extracting real value from retail media spend locked inside Joint Business Plans (JBPs).</p><p><br></p><p>From FMCG vs CPG debates to Beatles metaphors (John, Paul, George &amp; Ringo = marketing, shopper, digital &amp; ecommerce teams), the episode unpacks why retail media budgets are fragmented, hard to track, and often inefficient. </p><p><br></p><p>Viv and Colin explore how brands can regain control, align media spend to business objectives, and negotiate smarter retail media agreements that go beyond “promised spend” toward measurable impact.</p><p><br></p><p>This episode is a practical guide for brand, sales, and marketing leaders navigating the tension between commercial commitments and media effectiveness.</p><p><br></p><p><strong>Key topics covered:</strong></p><ul><li>Why JBPs are one of the hardest places to unlock retail media value</li><li>The “four Beatles” problem: fragmented media budget ownership</li><li>Why brands often don’t know who is spending what—and where</li><li>The tension between commercial teams committing media and marketers needing flexibility</li><li>A simple 3-part retail media budgeting framework:</li><li>Goal-driven budgeting</li><li>Spending effectively (incrementality &amp; measurement)</li><li>Being “always on”</li><li>How brands can negotiate flexibility, transparency, and insights from retailers</li><li>The rise of joint marketing agreements and retail media-specific JBPs</li><li>Why marketing teams must be in the room - not just sales</li></ul><p><br></p>","author_name":"Grace & Co | Retail Media Experts"}