From the NFL to New Balance, and a lineup of powerhouse CPG brands like Boston Beer Company, Ocean Spray, and Keurig Dr Pepper, the Brand Innovators Media Buying Summit in Boston was packed with sharp minds and even sharper insights.
It was a fast-moving day filled with real talk on what’s working in media—and what’s not. For CPG marketers especially, the conversation felt spot-on: relevant, honest, and packed with takeaways that are worth carrying forward.
Here are the three biggest ideas that stood out to me.
1. Measurement: It’s Not Just Numbers, It’s Your Story
If there was a theme song for the day, it would be "Measure Everything." But it’s not just about throwing numbers at a wall and seeing what sticks. It’s about telling a story with those numbers. We're talking about tracking KPIs, sure, but also about using data and insights to manage expectations with senior leaders. Because let's face it, in today's world, "trust me" isn't enough. Organizations need to show the return on ad spend, plain and simple.
What really resonated was the emphasis on independent, third-party measurement. It's like getting a second opinion from a doctor – it adds that layer of credibility. For CPG brands, who need to show that their media investments are driving results, this is huge. That means diving deep into the customer journey, using analytics to understand behavior, and proving that campaigns are actually moving the needle.
2. Don't Go Dark! Lessons from the Pandemic
The pandemic was a wild ride, and brands had to make a lot of difficult choices about their advertising spend. One of the big talking points was what happened when companies hit the brakes on marketing. Many panelists shared stories of losing significant mindshare and the uphill battle they faced to get it back. It's like ghosting your friends and then expecting them to pick up right where you left off – it just doesn't work that way.
For CPG brands, this is an important lesson. Keeping a brand in front of consumers is essential. Consumers crave familiarity and consistency, especially when the world feels a bit shaky. Instead of pulling back, brands can consider their options and pivot to what makes the most sense. Maybe that means shifting budgets to digital, experimenting with new formats, or tweaking messaging. The bottom line? Keep showing up. Adapt, don't disappear.
3. Influencer Marketing: It’s All About Authenticity
Okay, influencer marketing isn't exactly breaking news, but the conversation around it was super interesting. It's not just about celebrity endorsements anymore. Consumers are way too savvy for that. We're talking about building real, authentic connections. And with consumers being more diverse than ever, that means getting creative.
For CPG brands, this means thinking beyond the big names. Micro and nano-influencers are where it's at. These are the folks with genuine relationships with their followers, the ones who can really speak to niche audiences. It's about finding influencers who align with brand values and letting them do their thing. It's about trust, authenticity, and creating content that resonates.
The Brand Innovators Summit was more than a day of panels—it offered a clear look at what today’s marketing leaders, especially in the CPG space, are navigating and where they’re finding momentum.
From data-backed storytelling to brand consistency and authentic influencer strategies, the conversations highlighted how CPG brands are evolving—staying agile, leaning into insights, and building stronger connections with their consumers.
In a constantly shifting landscape, these shared experiences and ideas felt especially timely—and genuinely energizing. Want to know more about what brand marketers are thinking about in 2025? Check out our latest state of the industry report we published with Digiday.