How to Create CPG Partnerships That Last: An Interview with Brad Godwin
In a constantly-evolving shopper marketing landscape, Brad Godwin, Breaktime Media’s SVP of CPG Partnerships and Client Evangelist, has built a reputation for fostering long-lasting collaborations between brands, retailers, and vendors. With over 17 years of industry experience, Brad’s career has been defined by a passion for creating intentional, impactful consumer experiences and brand partnerships.
We recently sat down with Brad to discover his insights on how to build a meaningful CPG partnership that lasts.
What do you think is the foundation of a strong, long-lasting CPG partnership?
BG: I believe if we don't approach what we do with empathy, we can't do our jobs well as a technology provider because we have no idea, most days, what our clients are going through, or what our agency partners are being tasked to accomplish. And in reality we're probably about one percent—and that might even be generous—of their day. Definitely of their priority list for the week or month or quarter.
And so to be able to say, hey these folks that I'm working with in partnership around this table are really busy. They've got a lot of things they're being asked and tasked with accomplishing. What is my role to play in this equation and then, much like the agency person asks themselves about the client, we ask ourselves that same question. What can we do to make their lives easier, better? How do we anticipate needs and questions before they're asked And how do we come alongside and complement the work that they're already doing?
And I think when those three things are being practiced—empathy, mutual trust, and respect—that's when the magic happens. That's that foundation, right? It's not here today, gone tomorrow, we do this one great program and it was amazing and then the next time it's like a train wreck.
That's the foundation of not just strong long-lasting partnerships, but strong long-lasting relationships because at the end of the day, great work is accomplished by great people who trust each other.
How can CPG brands create trust and collaboration in their partnerships with retailers?
BG: When we talk about building trust and collaboration, it’s not an 'us versus them' situation. It’s not about a brand trying to win over a retailer, like a competition. Both sides can benefit. And I think that's what's important is asking yourself, are you doing what you say you're gonna do? Are you under-promising and over-delivering?
Because just like any other relationship, it's not going to happen like that. It's not instantaneous like we had this great meeting and now we both trust and collaborate, it's about consistency. Showing up every Monday, every Tuesday, every Wednesday and doing the right things, the right behaviors. And then over time, it's just like any other human relationship— collaboration and trust start to become the standard.
And so I think for both it’s how do we practice empathy, knowing that other people have external pressures on them, that humans are going to make mistakes? And how do we give a margin of error and grace when those things happen? And then how do we consistently underpromise and over-deliver on both sides for the retailer and for the brand?
We’re all human, and humans are going to make mistakes. The key is to give grace and a margin for error, and when you do that, trust and collaboration will follow.
How have you seen the dynamic between CPG brands and their retail partners evolve over the last few years?
BG: Oftentimes if we look back, not even just since Covid, but even a little bit before then, often it was a very contractual relationship. What can you do for me now, or what have you done for me lately? And I think things really started to shift when you started to see the rise of retail media.
And I know, retail media—someone would go “Brad. It's been going on for 20 years and do you not remember Triad Retail Media and all these things?” But I would beg to say that it's really entered a new ‘era,’ speaking in Taylor Swift terms, over the last seven to eight years. I think it goes back to probably 2017-2018… now the retailers are calling on these brands as clients versus customers. They’re going “yes, we're your customer but you're also our customer” in terms of marketing and media and advertising.
And I think there's been challenges! I think a lot of times people want perfection, right? They want the retail media networks to deliver everything like a regular third-party vendor would. They want the reporting to be absolutely bulletproof. And the reality is it's not, in some ways. Where there is advantages with the retailer-CPG relationship in the form of retail media, there's also disadvantages.
For that relationship to really work and work well (and I think over the last few years, you've seen that) you need [both sides] starting to really collaborate. I think that you start to see this shift where we're making progress towards a more holistic view of the business partnership. And that's one of the things I've seen over the last few years.
With consumer behavior constantly changing, what do you see as the key to ensuring that both brands and retailers are aligned in their goals?
BG: As I'm sitting here with a Starbucks pumpkin cold brew, I would never want to wait [in line] to order a coffee anymore. Why? Because Starbucks has trained me as a shopper or as an enthusiast of coffee to mobile order ahead. I can just order this and then when I show up, it's ready. I don't have to wait at all because [Starbucks is] solving the problem of convenience. Time is valuable. We all have a lot to do, and if I can save eight minutes and not have to wait in the lobby and sit there awkwardly waiting for them to call my name, that's helpful, right?
I think you've seen that same shift in grocery or in retail with the idea of grocery pickup and delivery. 10 years ago that was a foreign thing. Why would I pay money to have my groceries put on my front porch? Well, Covid happened and shoppers naturally were like, whether I want to shift or not, I have to.
Doug McMillan, the CEO of Walmart, says it really well—we need to be a technology-empowered organization that executes through actual humans. And we need to be giving people the right products in the way in which they want to receive them. It's not the retailers job to dictate anymore like it used to be for years, decades.
Sam Walton talks about this—the customer is always the priority. They're the most important person. They can fire everyone from the board and the CEO on down to the lowest associate by just simply taking their money elsewhere. I mean, that's a pretty powerful quote and he said that a long time ago, way before Covid, but I think it's true. It's now time for the buyers and the merchants and the marketers that work for retailers to go, are we anticipating the needs of our shoppers? And if we're not, we must evolve.
What is one thing vendor partners can do to foster trust and collaboration in their partnerships with CPG brands?
BG: It's a great question and one that I had this morning already with an agency partner of Breaktime’s and I'll just quote her versus me. She goes, “the reason I so enjoy working with Breaktime, and my teams love working with you, is because you guys are kind to us and kind to each other.” And I was like, “man, I feel like I'm in kindergarten” (and I didn't say that to her in a mean way).
She's like, “No Brad. You just don't understand. Every time we get on the phone with [our vendors], it's like—we get on the phone with them because we have to. Because they've got a technology that we need, and that's it. When we work with you guys, It is immediately noticeable that you treat us with the absolute ability to be kind and transparent and it's how you operate every single day internally.”
I think that beyond technology, innovation—are we delivering things on time and in full and giving them great business results and are we doing those things well? Kindness is super underrated, and that's something I think that we [should] really continue to focus on in the future as well.
*This article has been edited and condensed for length and clarity.