The CPG Guys are joined in this episode by Michael Lacorazza, CMO of U.S. Bank, the fifth-largest commercial bank in the United States & Mike Barrett, Co-Founder & Chief Strategy Officer at Supergood, a full-service advertising agency that combines human ingenuity and judgment with AIpower and insights.

This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.

Follow Michael Lacorazza on LinkedIn at: https://www.linkedin.com/in/lacorazza/

Follow U.S. Bank on LinkedIn at: https://www.linkedin.com/company/us-bank/

Follow Mike Barrett on LinkedIn at: http://linkedin.com/in/michael-barrett123

Follow Supergood on LinkedIn at: https://www.linkedin.com/company/gosupergood/

Michael & Mike answer these questions:

How do you both define a brand today, in a world where consumers expect both meaning and measurable value?
How do you balance emotional storytelling with performance pressures in your respective industries?
If you could launch a co-branded campaign between Supergood and U.S. Bank — what would it look like? Wait – we have one, and it’s called ‘the power of US’- tell us all about it. Michael first, and then Mike – how did you help US Bank design this?
What are the most significant shifts you’re seeing in how consumers make purchase or financial decisions today — and how are you adapting?
How does trust play a role in your brand narratives, and how do you actively earn and maintain it? What advice do you have for our large brand audience on this given AI and its role in creativity today?
What can CPG learn from financial services about loyalty and long-term customer value which means so much for the financial sector?
With increasing pressure to prove ROI, how do you both think about the role of brand marketing in a world dominated by short-term metrics? What are your go-to KPIs that go beyond impressions and clicks — metrics that tell you your brand is actually growing?
What’s one emerging trend you’re watching closely — whether in consumer behavior, marketing tech, or creative culture?

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Live from Cannes Lions with U.S. Bank’s Michael Lacorazza & Supergood’s Mike Barrett

The CPG Guys