In Episode 11 of this season’s Digital and Dirt podcast, Ian welcomes Giovanni Pupo, Host of the “A Glass of Marketing” podcast, Head of E-commerce Media Europe at Lipton, and Marketing Professor at POLIMI, Milan to share insights on retail media, discuss the power of influencers, and explains how his podcast blends curiosity with culture. 

In this episode, Ian and Giovanni cover the following topics:

• How accessibility and curiosity prompted Giovanni, a lover of craft beer, to explore wine after moving to London, ultimately inspiring the launch of the “A Glass of Marketing” podcast which explores connections between marketing insights, culture, and the sophistication of wine.

• Giovanni’s transition from agency-side roles to brand-side positions at Unilever and how his time at agencies like PHD Media taught him to understand client needs, learn more about media channels, and leverage hands-on experience to shape marketing strategies.

• The increasing importance of platforms like TikTok and how the shift toward short-form video content has significantly changed consumer behavior and content creation dynamics. 

• Why marketing should no longer be characterized as “digital” given the seamless manner in which it now operates between online and offline spaces.

• The evolution of retail media and the "digital shelf" that, unlike traditional retail where shelf space is limited, offers endless opportunities for personalization.

• The power influencers hold in authentically connecting brands with niche audiences to drive word-of-mouth marketing, and the risks their personal actions can pose to brand image.

To learn more about Giovanni and his experiences, listen to this episode on Spotify, Apple Podcasts, or your favorite podcast platform, and follow him on Instagram, LinkedIn, and YouTube.