EP35 – Show Me The Money: CPGs & JBPs.

EP35 – Show Me The Money: CPGs & JBPs.

From Retail Media Therapy by Grace & Co | Retail Media Experts

January 27, 2026 · 18 min

About this episode

Viv Craske and Colin Lewis discuss the challenges of maximizing retail media value within Joint Business Plans.

The Hard Thing About Hard Things: Making Retail Media Work Inside and Outside of JBPs In this continuation of the Show Me the Money 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). From FMCG vs CPG debates to Beatles metaphors (John, Paul, George & Ringo = marketing, shopper, digital & ecommerce teams), the episode unpacks why retail media budgets are fragmented, hard to track, and often inefficient. 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. This episode is a practical guide for brand, sales, and marketing leaders navigating the tension between commercial commitments and media effectiveness. Key topics covered: Why JBPs are one of the hardest places to unlock retail media value The “four Beatles” problem: fragmented media budget ownership Why brands often don’t know who is spending what—and where The tension between commercial teams committing media and marketers needing flexibility A…

People in this episode

Guests: Viv Craske, Colin Lewis

Topics covered

  • Retail Media
  • Joint Business Plans
  • Media Budgeting
  • Marketing Effectiveness
  • Brand Negotiation

Keywords

  • retail media
  • JBPs
  • FMCG
  • CPG
  • media budgeting
  • marketing
  • negotiation

Mentioned in this episode

Organizations: FMCG, CPG

Books & works: The Hard Thing About Hard Things

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