What We Discussed:

In today's interview with Michael La Kier, we discussed a wide variety of issues:

• Michael's role and responsibilities as Vice President of Brand Development for IGA.
• IGA's unique business model and its support for independent retailers.
• The shift in IGA's branding strategy to emphasize retailer individuality.
• Michael’s varied background including advisory work, teaching, CMO position, and role as managing editor at Shopper Matters, and how being a lifelong learner has helped him leverage  experiences across industries.
• The potential for lamb products in the U.S. market based on his experience with World Select Cuts.
• The transition from Coca-Cola to startup consultancy and the challenges faced.
• Response Media's approach to consumer relationships and data usage.
• The application of analytics in understanding customers at a local level for IGA stores.
• Community engagement by local IGA store owners and corporate support.
• IGA's internal teams and use of external agencies for marketing purposes.
• Challenges facing agencies in the retail sector post-COVID, such as supply chain issues, inflation, and changes in digital marketing.
• The evolving landscape of agencies and the importance of transparency and business understanding in agency-client relationships.
• Advice for marketers considering bringing a new agency on board.
• Advice for agencies trying to win business: understanding the client's business, patience in business development, and empathetic communication strategies.

Thanks Michael for a great interview!

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