On the latest episode of The CPG View, Omnicom Commerce Group’s Chief Experience Officer, Mike Lovegrove, joins host [insert host’s name if known] to discuss how creativity and commerce intersect to shape powerful brand experiences at retail. With decades of experience across strategy, creative, and commerce, Mike brings a unique perspective to the ever-evolving world of CPG.
Key Themes from the Episode:
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The Role of Creativity in Commerce:
Mike shares how creative storytelling isn’t just about aesthetics — it’s a strategic driver of business outcomes. He explains how retail environments can become immersive brand experiences when creative is rooted in commercial purpose. -
Designing for How People Buy Today:
He discusses the shift from designing ads to designing experiences — and why brands need to meet consumers with consistency and creativity across every retail touchpoint, whether physical or digital. -
Commerce as the New Brand Builder:
Mike makes the case that retail isn’t just where people buy — it’s where people form brand impressions. The conversation highlights why creative excellence is key to influencing decisions at shelf, screen, and everywhere in between.
We used to design for how people see brands. Now, we design for how people buy brands — and those are two very different things.”
This episode is a must-listen for marketers, creatives, and CPG leaders who want to understand how creativity can be a commercial multiplier in today’s fragmented commerce landscape. Tune in to hear how Mike and the teams across OCG are redefining what it means to design how brands are built and bought.
