Alex Richter

I spoke with Patrick Coffee at the The Wall Street Journal this week about how CMOs are thinking about AI. These conversations often default to headcount and budget. The real shift is in how the work gets done. AI turns research from static to dynamic. Instead of locking questions upfront and regretting them after the readout, the model can adjust in real time. AI turns creative from time-bound to elastic. You’re no longer limited by a single production window or the versions you happened to get that day. Human talent decides what’s worth doing. AI removes the constraints.

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Panel highlight yesterday with Fast Company There is an emotional inflection point for consumers point that can shift entire industries. For GoodRx it’s the moment a customer goes up to the pharmacy counter to get their prescription and plays a game of roulette on whether they will be able to afford it. More than a billion prescriptions every year are left at the counter because the customer has to walk away in that moment. They have built a business to flip this script and empower the customer to know the price, make it affordable and give them access to the medicine they need. At Bobbie it’s the guilt can parent feels the first time they need to supplement with formula. Our hope is can flip that script and give them confidence in that choice with transparency, education, and access to support from our Care Team, our content and our services with lactation consultants. Ryan Sullivan always a pleasure!

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There’s been a lot of noise around the recent amendments to the Texas mini-TCPA and understandably so. At Attentive, we’re focused on cutting through that noise and confusion. Our latest guide breaks down the facts, debunks the myths, and outlines practical steps to stay compliant without losing momentum or revenue.

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When I joined Circle K in 2018, we made big gains in traffic and visibility with a few quick SEO band-aids (yep, even some keyword stuffing) while the team worked on deeper fixes (site structure, content, and review responses), paired with paid search. Fast-forward to today: that playbook doesn’t cut it anymore. Zero-click search has reshaped discovery and upended the tactics many of us leaned on for the past decade. Bain & Company’s brief nails what’s next: optimize for AI crawlability and build real topical depth if you want to keep winning search and staying relevant. What changes is your brand making to compete in this new search reality? Thank you to Natasha Sommerfeld, Megan McCurry, and Doug Harrington for the thoughtful piece. #SEO #SearchOptimization #DigitalMarketing #AI

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Finding your niche isn’t about luck, it’s about knowing what actually unites your customers. In this week’s Innovator Insights clip, Todd Steinberg shares how a simple insight turned his family’s small plush toy distributorship into a must‑have for Texas florists, gift shops, and even dance studios: mascots and customization. When you walk into a small‑town shop with a teddy bear wearing the local team’s mascot, you’re not selling a product, you’re selling pride. Add in custom‑printed tees and bandanas, and suddenly you’ve built something they can’t get anywhere else. It’s a masterclass in focusing on the details that matter most to your audience. Where could hyper‑specific customization open new markets for you?

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National campaigns don't move product. Store managers do. Here's what actually happens: Store #247 in Tulsa gets the deck. The manager skims it. The team's already underwater with three other brand launches that week. Your beautiful national strategy? It's in a drawer. Meanwhile, the brand that sent someone to walk the store, train the team, and set up the display? They're moving product. Retail doesn't scale the way we want it to. Systems do. The brands winning right now aren't the ones with the biggest media budgets. They're the ones who understand that every store is its own ecosystem. Different manager. Different shopper. Different reality. You can't deck your way into distribution velocity. You have to show up. Store by store. Market by market. Train the humans. Optimize the shelf. Taste the product with the team who's selling it. That's not glamorous work. But it's the work that moves cases. National strategy sets direction. Local execution wins the game. If your retail plan doesn't include boots on the ground, you're planning to lose quietly in 247 stores you'll never visit. #RetailExecution #ExperientialMarketing #CPGMarketing #InStoreSampling

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Albertsons is leaning into influencer-led retail media, and they picked a pretty great partner to do it with if you ask me 😜 Here's the skinny... 🤝 Linqia and Albertsons Media Collective teamed up to build a custom creator solution 📲 This allows Albertsons and all of their brand partners to develop retail-specific content that integrates directly into AMC's retail media ecosystems 📈 We are already seeing pretty incredible results, with a recent campaign delivering engagement rates more than four times higher on Facebook and triple on Instagram I don't think anyone is surprised to hear that creator content showing faces and telling stories outperforms typical product focused retail media content And now every brand has a dedicated offering to unleash just that as part of their retail media buys. Here's exactly how it works... 👉 𝐂𝐫𝐞𝐚𝐭𝐨𝐫-𝐋𝐞𝐝 𝐂𝐨𝐧𝐭𝐞𝐧𝐭: Linqia taps an extensive network of creators, tailored by retailer and category such as food and beverage or household essentials, to create retail-specific content 👉 𝐑𝐞𝐭𝐚𝐢𝐥 𝐌𝐞𝐝𝐢𝐚 𝐈𝐧𝐭𝐞𝐠𝐫𝐚𝐭𝐢𝐨𝐧: Through the partnership with AMC, Linqia runs that creator content natively within Albertsons ad ecosystems 👉 𝐂𝐥𝐨𝐬𝐞𝐝-𝐋𝐨𝐨𝐩 𝐌𝐞𝐚𝐬𝐮𝐫𝐞𝐦𝐞𝐧𝐭: AMC provides attribution and sales lift data, giving brands a clear picture of ROI Retail media and influencer marketing are possibly the two hottest areas of marketing, and now they are coming together #influencermarketing #socialmedia #creatoreconomy #retailmedia

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I’ve always believed loyalty programs were an untapped resource in retail media. But Albertsons just showed us that they are getting...tapped into. By turning “for U Travel” into a data-powered rewards engine, they’ve built something rare - a loyalty flywheel that funds itself. Every point earned becomes a data signal. Every signal fuels media value. Every media dollar powers new rewards. It's a real mindset shift. Loyalty isn’t a cost center anymore; it’s a growth engine. What’s even more interesting is how Albertsons is using that data. When a family books a trip through “for U Travel,” it’s not just a travel purchase - it’s a behavioral trigger. It signals intent, timing, and context - opening precision opportunities for categories like credit cards, insurance, or travel upgrades at the exact life moment that matters. That’s the real future of retail media: understanding why customers act, not just what they buy. If loyalty becomes the power grid for this new media economy… the brands that master these flywheels will own the customer relationship - end to end. Curious how others are thinking about this evolution. Is loyalty the next frontier of retail data, or the ultimate convergence of media and customer experience? #RetailMedia #LoyaltyMarketing #CommerceMedia #AdTech #AIinmarketing

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