335. Rudolf Schneider (Amazon) and Marlies Gebetsberger (Philips) LIve in Cannes: Branding, Culture, Targetting Audiences, Retail Media

View on YouTube: https://youtu.be/jNUoov9EBfM  Rudolf Schneider is the Head of Ads Europe at Amazon and Marlies Gebetsberger is the SVP Western Europe Personal Care at Philips (recently promoted to SVP and Chief of Staff to CEO). These two repeat guests (appeared on the podcast in 2025 and 2024 respectively) joined Efrain and Daniel live in Cannes.  The conversation covers cultural relevance, interactive media and the importance of meeting audiences within the communities and platforms where they already spend their time. From Philips OneBlade's Fortnite activation to the companies' long-term approach to connected commerce, the panel examines how consumer insight, creative experimentation, data and close collaboration can build brands while also driving measurable business results. Tune in to hear about: Why brands must contribute to culture rather than simply borrow from it How Philips integrated OneBlade into Fortnite, Twitch and gaming communities Moving measurement from passive reach towards active consumer intent The "radical collaboration" behind Philips and Amazon's joint business planning Using shopping insights to personalize messaging across the customer journey Why consistent messaging does not mean using the same creative everywhere The role senior leadership must play in connected commerce and retail media How AI is shifting competition from a battle for visibility to a battle for recommendation Building brands that are both loved by humans and understood by machines